A company has been fined £50,000 for bombarding mobile phone users with unwanted text messages.
The body that oversees premium rate decided Moby Monkey had seriously misled owners with the message telling they had won its "£500 mystery award".
The prize turned out to be holiday discount vouchers with a variety of restrictive conditions attached.
The message gave a premium rate telephone number - those who dialled it were charged £1.50 a minute for a call lasting three or four minutes. Eventually they were told the prize was vouchers worth in some cases as little as £150.
Icstis (the Independent Committee for the Supervision of Standards of Telephone Information Services) said it had received more than 200 complaints about the messages.
Among them were parents whose children - in some cases as young as 11 - were targeted. Other people said they got the message over and again - in one instance up to 40 times in a day.
Icstis has fined Moby Monkey £50,000 and barred the £500 mystery award message from being sent.
A Moby Monkey spokesman said: "We will be appealing against this decision." He refused to comment further.
Icstis fined the Leeds firm a total of £6,000 earlier this year for breaching its code of practice for other services.