The Parklife Music Festival has fallen into hot water after sending festival-goers texts apprently from their mothers.

Mum's the word

Festival-goers were sent the following text, which was displayed from the sender 'Mum'.

“Some of the Parklife after parties have already sold. If your going, make sure your home for breakfast!.”

Unfortunately, the message hit a sore spot very quickly.

#Motherload

One teenage attendee reportedly burst into tears after receiving the message, over three years after her mother passed away.

Festival organisers initially brushed off the complaints with a joke, until it became clear this was no laughing matter. Some users sold their tickets in protest, others boycotted the festival.

Parent trap

Soon the Information Commissioner's Office (ICO), the UK body that protects people's personal information, had received 76 complaints. Parklife apologised and issued the following statement.

“The communication was intended as a fun way of engaging festival-goers. However, the festival acknowledges that this was not an appropriate theme for everyone.

“The Parklife Weekender wants to apologise for any offence caused by the SMS marketing message sent to their customers earlier this year.”

Fine time

However the apology wasn't enough to spare the festival a £70,000 fine.

The lesson for the rest of us? Sometimes it's best to keep mum.

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