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The german Federal Association for Consumer Protection (VZBV) did admonish ESO due to their subscription practice and the whole case is currently on their front page.
"The hint about the free 30 day gaming time before the purchase is misleading. Consumer which do the purchase agreement are in the believe to use the free 30 day gaming time at start of the game. Therfore ESO got encouraged to stop promotion in this form and to give a cease and desist declaration enforced by penalty until the 24th of April 2014.
Somone who is offering free 30 day gaming time is not allowed to hide a subscription and to force customer for payment and payment infos beforehand. "
http://www.surfer-haben-rechte.de/cps/rde/xchg/digitalrechte/hs.xsl/75_3092.htm (just google translate it)