Text message spam - surely this breaks some rule or other?

I just received a text message. I was expecting one from a friend, but no. Verbatim:

Now, I am not, of course, dumb enough to believe a word of this, but I do wonder how they can get away with this. No small print saying

You have won
an entry in our prize draw for a chance to win a place in our selection lottery for the Snowball in Hell draw, the top prize of which is
£2,000,

just a bald statement of fact.

Should I even bother to call the number to point this fact out to them? Should I report them to someone? (I’m in the UK.)

And my friend still hasn’t replied…