An X-rated prank warning people of bank holiday power cuts in Doncaster has caught out scores of mobile phone users after going viral.
The hoax, which has spread across Doncaster in the last few days, involves people being sent a text message warning of power cuts across the town over the coming weekend.
Users are sent a link, supposedly to a BBC News website story which reads: "Thousands of homes will be potentially out of power from 29th to 30th May due to upgrading of power lines. Here's a map of potential outage for the coming days."
Then when unsuspecting users click on the link, they are taken to an X-rated video clip of a man's genitals.
Hundreds of people have fallen for the prank with many luring friends into the trap with messages such as "I think this is near you" or "this is your street isn't it."
Power firm Northern Powergrid currently only has work work planned in the Spring Lane area of Sprotbrough which could cause planned power cuts.
Anyone genuinely suffering a power cut should contact Northern Powergrid on 0800 375 675 or visit http://www.northernpowergrid.com/power-cuts
The internet and mobile phone meme is similar to Rickrolling, a prank involving an unexpected appearance of the music video for the 1987 Rick Astley song "Never Gonna Give You Up".
The meme is a type of bait using a disguised hyperlink. Those led to the music video believing that they were accessing some unrelated material are said to have been "rickrolled."