The Number - whose ads featuring two moustachioed 1970s-style runners (http://www.thenumber118118.com/flash/) have been elevated to cult status - are facing legal action from former British athlete David Bedford (http://www.sporting-heroes.net/athletics-heroes/displayhero.asp?HeroID=98).

Mr Bedford has written to the directory enquiries (DQ) outfit demanding compensation after he alleged that The Number had ripped off his image without his permission.

A spokesman for The Number confirmed that legal letters had been exchanged but stated that it had not been served with a writ.

"The allegations are ridiculous," the spokesman told The Register. "We did not model the image [of the joggers] on David Bedford."

Instead, he explained that The Number wanted a "1970s retro style" and actually loosely based its characters on Steve Prefontaine (http://www.prefontainerun.com) - the US athlete who died in 1975.

The spokesman added that many sportsmen - including footballers - sprouted facial hair and wore their hair long in the 1970s. ®