A company has been fined £10,000 for offering the iPhone 5 to customers in a dodgy promotion on Facebook.

Naughty Bumbalee, a service run by Mobile Minded, Ericsson Internet Payment Exchange, and Zenilco Center, ran an offer on Facebook stating: “FREE £150 worth of MORRISONS vouchers”. Monitoring by Watchdog service PhonepayPlus showed that there was no method of obtaining the Morrisons vouchers, with consumers instead being offered the opportunity to win an iPhone 5 by entering into a premium rate competition service.

Consumers who clicked on the promotion were then presented with a further screen containing a pop-up advert stating: “Complete one of the quick surveys below to redeem your £150 pound voucher!” Upon clicking on a survey option, the user was directed to a premium rate competition website with terms and conditions that stated: “Bumbalee is a subscription service, it will cost 5 times £2 a week until you send STOP to 64546”.

PhonepayPlus monitored the service and found a number of irregularities, including obtaining a score of six despite not having answered any questions and consequently incurring eight premium rate charges of £2 each, totalling £16.

Morrisons stated that it had not provided any vouchers or had any affiliation with the promotion.

Ericsson Internet Payment Exchange AB was found to be the Level 1 provider responsible for this service along with Zenilco Center LTD. Mobile Minded BV was also identified as the Level 2 provider.