Inundate the text number on the van advertisement for 'help in getting home' with requests for cabs etc HOME 78070
Complain to Advertising Standards Authority http://www.asa.org.uk/Consumers/How-to-complain.aspx
Complain to advertising agency concerned http://www.promobikes.co.uk/contact.php Twitter: @promogroupuk
Add comments to Guardian site:
A solictors' form has contacted me re possible legal action and I'll let you know outcomes of any discussions.