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Who is the correct regulator to complain to if my mobile provider refuses to opt me out of marketing texts?

I receive a text message regularly from Virgin Mobile (UK) advising me that I can top up £10 to get free rewards. I have repeatedly asked them to opt me out of these messages, but they say these are "system message" and I cannot opt out.

I wish to raise this with a regulator, and would like to know who is responsible for regulating this in the UK?

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