MyLuvCrush, an online horoscope service operated by Tatto Media Inc., will halt the deceptive ads that went out to users of Facebook.com, Reunion.com and other such Web sites, the Seattle Post-Intelligencer reported Tuesday.

Paula Selis, senior counsel for the Washington State Attorney General's Office's high-tech consumer protection unit, said MyLuvCrush sent ads to users saying a "crush" in their area was looking for them, then sent them through a series of prompts, At the end, a demand was made they that they sign up for a mobile phone text messaging service to see their fictitious "crush."

"This is somewhat unique, because it's creative," Selis told the newspaper. "People, I think, are more cynical about spam e-mail, because they're used to receiving it. This is a little more mischievous, because it is geographically targeted and coming from a trusted site."