Same thing happened to mine - a J25-32 Mk III. I took it apart to see what the problem was:
The heat exchanger fins were warped, buckled and cracked. All the air spaces were clogged with carbon and limescale. Basically, I need a new heat exchanger, as the old one leaks. I've replaced it before and remember paying about £50 for the replacement part. Now it's £170 -- if I've found the right part (no picture).
After dismantling for inspection, I cleared out the filth as best I could and it's working happily again, but I need to replace it soon, or it will recur.
If you're thinking of doing it yourself, the best thing is to drain your hot water system, dismantle and inspect. Don't forget to turn the gas off. Mine wasn't particularly difficult to dismantle, but it was a filthy job.
Dave, January 2008