Media watchdog Ofcom has ruled against directory enquiry service 118 118 and said that it did use a caricature of runner David Bedford in its multimillion-pound advertising campaign. Ofcom, which published its findings this morning, ruled that The Number neither sought nor obtained David Bedford's permission to be caricatured and concluded that The Number, which owns the 118 118 service, breached the Advertising Standards Code. Crucially, Ofcom's ruling does not ban The Number from using the Bedford likeness in its advertising, which has helped the service become the most successful of all of the new directory enquiry services since the sector was deregulated last year. In a statement Ofcom said: "It would be disproportionate to direct that the advertisements are not shown in future and we consider that the publication of the finding of breach by the Content Board is a sufficient resolution of the matter. "The Number's appeal against the finding of breach therefore fails, but we make no further direction in relation to the breach," it said. Ofcom added that it was "not satisfied" that Bedford had suffered actual financial harm, which could hurt any claim for damages. In response to Ofcom's ruling The Number issued a statement welcoming the decision and said it would continue to use the runners in its advertising. Brand Republic