Organisers of Parklife festival have been fined £70,000 by the Information Commissioner's Office after sending festival goers promotional text messages claiming to be from their mothers.
The short-sited marketing attempt left a number of recipients distressed, especially those whose mothers are no longer with us.
In further bad taste, the festival made jokes about the campaign on Twitter until eventually apologising.
The offending text message read:
"Some of the Parklife after parties have already sold. If your going, make sure your home for breakfast!."We'd cry too if our mums' grammar was this bad.