The controversial Miss Bimbo game is under investigation by regulators over fears that it could encourage young children to dial premium rate phone lines.

Phonepay Plus, which regulates the use of premium rate phone lines and online competitions, is investigating whether the game infringes UK law.

Miss Bimbo is free to play, but players can earn in-game 'dollars' by sending in text messages which cost £1.50 a time.

"Our code of practice has specific requirements for services targeted at children or likely to be particularly attractive to children," said Phonepay Plus in a statement.

"In addition to issues around cost, our rules make it clear that services should not exploit or provide content that parents are likely to think unacceptable.

"We are looking into claims that the Miss Bimbo service might contravene these requirements."

Parents or children who have concerns about Miss Bimbo or any other service should contact Phonepay Plus.

Miss Bimbo has already caused outrage among children's groups which claim that the game encourages young girls to take diet pills and undergo plastic surgery.

The makers insist that the game, which is aimed at girls aged nine to 16, is just harmless fun. It was first introduced in France, where 1.2 million people play.