The plaintiff, who is a mobile telecommunications operator in Latvia, held an advertising campaign, where the text of the advertisements invited first grade pupils to get a mobile phone “for free”. Since the advertising campaign was aimed at children and it entailed that after receiving a mobile phone, a consumer would be obliged to pay a monthly subscription fee to the plaintiff, the defendant considered that such action constitutes a violation of the unlawful commercial practice prohibition and adopted an interim decision requesting the plaintiff to cease the unfair commercial practice and remove all such advertisements. After the plaintiff did not comply with the request to remove all the unlawful advertisements, the defendant imposed a fine on the plaintiff in the amount of LVL 7000.00 (approx. EUR 9960). The plaintiff argued that the defendant has breached the prohibition to impose repeated sanctions for the same violation (i.e. prohibition of double penalties).