ITV has admitted that This Morning was the victim of a hoax following a story about a new celebrity sp*rm bank.
CEO Dan Richards appeared on This Morning on Tuesday to discuss FameDaddy, the “first celebrity sp*rm donor service”.
But the broadcaster said it now appears Mr Richards did not run the website but was “an actor working for a TV production company”.
ITV has apologised to viewers who were “deliberately misled by this stunt”.
FameDaddy’s website states its “soon-to-launch service” will offer a list of “celebrity donors from the worlds of sport, entertainment and finance - all leaders in their fields, with a proven track record of success”.
Its sample donors includes “a rock star with annual earnings of £40m and an aristocrat in the House of Lords with an income of £5-10m”.
More at the link. One word has been edited because I seem to recall this forum is funny about certain words.