Из за чего SyntaxError: JSON.parse: unexpected character at line 1 column 1 of the JSON data?

Uncaught ReferenceError: parse is not defined
    success https://madworld.fun/recloud/modules/cabinet/templates/default/assets/js/main.js:147
    jQuery 6
    view_gifts https://madworld.fun/recloud/modules/cabinet/templates/default/assets/js/main.js:141
    onclick https://madworld.fun/cabinet#pills-settings:1

Из за чего SyntaxError: JSON.parse: unexpected character at line 1 column 1 of the JSON data?

$.ajax({
    type: 'POST',
    url: '/recloud/modules/cabinet/engine/handlers/handler.php',
    data: 'operation=create_gift&' + serialize,
    dataType: 'json',
    success: function(data) {
      if (message.type == "error") notif_error(message.text);
      if (message.type == "success") {
        $('#create_gift')[0].reset();
        notif_success(message.text);
      }
    }
  });

Вот так?