ITV have been forced to apologise to 'This Morning' viewers after an actor working for a TV production company fooled them into thinking he worked for a celebrity sperm bank.
On Tuesday, Phillip Schofield and Holly Willoughby were shocked when 'a businessman' called Dan Richards appeared on the show to talk about FameDaddy, which he called the "first celebrity sperm donor service".
It's now been revealed that the company is a hoax and ITV has apologised to viewers who were "deliberately misled by this stunt".
Denise Robertson and Dan Richards on This Morning
On Wednesday, Schofield first told viewers that the interview on the ITV1 show was under investigation. He said: "There is no doubt it was an incredible tale. Well, we're conducting our ongoing investigations into Dan and there is a possibility that Dan may not actually be who he says he is and the fact that the whole story may not be what it says it was."
And co-host Holly Willoughby added: "There was something not quite right, it was so unbelievable."
WATCH: The advert for FameDaddy is clearly a joke... WOULD YOU HAVE FALLEN FOR THIS?
The FakeDaddy website offers women "a head start in life" for their children, saying it will give them the opportunity to "select a donor from our exclusive catalogue of proven winners". Its sample profiles include an unnamed former Premiership footballer and a rock star said to have a net worth of £40 million.
In July Schofield also had to apologise to viewers for a segment in the show covering porn star lovers, which turned out to be a load of rubbish.