A Cheshire man was shocked when he got more than 200 calls to his mobile from callers thinking they were dialling a sex chat line.
Philip Marsh, 49, of Sandbach, said he realised something must be wrong after an hour of phone calls asking to speak to Leoni - an exciting girl in her 20s.
The error happened when his number was mistakenly printed in a Hull newspaper.
He said: "After about an hour and between 40 and 50 calls I suddenly clicked what was going on.
"I asked one of the men who was calling to not put the phone down and tell me where he got the number from.
"I said to my neighbour that things would get worse when people who work the nightshift get up in the afternoon.
"Between 2.30pm and 4.50pm I got 64 calls. I got well in excess of 200 yesterday."
A spokeswoman for the Hull Daily Mail said: "We apologise for any inconvenience caused to Mr Marsh and his family.
"This was an innocent error and we have tightened our procedures for accepting advertisements in the future."