The operators of a premium rate phone service have pledged not to rip-off punters again with empty promises that they won some "major prize".

London-based Churchcastle Limited - which traded as Fast Cash and UK Prize Bonanza - contacted 1.4m people telling them they'd won a fantastic prize.

In reality, all that was on offer was some holiday vouchers or other strings-attached coupons.

To claim their "prize", though, punters had to call a premium rate phone line costing £1.50 a minute. The calls lasted five minutes with each completed call costing £7.50.

More than 190,000 people called the bogus prize line, reported the Office of Fair Trading (OFT).

Said OFT exec director Penny Boys: "Misleading mailings such as these deceive consumers and damage the reputation of fair-dealing businesses using legitimate direct marketing techniques.

"We will continue to work with fellow enforcers to stamp out these practices." ®

Related stories

Phone scammers face £250k fine
ICSTIS bars rogue dialler operator
Telcos act to squeeze out 'few rotten apples'
UK phone scammers yet to pay fines
Watchdog fines prize call telco £100k
16 scammers fined £1.3m
Watch out, there be scammers about, warns watchdog