The advertising watchdog has reprimanded a company for sending an offensive text message calling for consumers to upgrade their mobile phone.

Phonetastic UK, based in Newport, Gwent, sent a text message that stated: "You are a dick and I am going to kick your head in ya big useless donkey. UPGRADE UR MOB 0800 0859362".

The Advertising Standards Authority (ASA) upheld the complaint adding that it was concerned at the company's lack of response to its investigation. It ruled that the message was "likely to cause serious or widespread offence to recipients" and told the advertisers not to repeat the text message.

The phone number in the text now links through to a dating service. ®