ITV apologises over celebrity sperm bank guest hoax
Co-host Holly Willoughby said the story was "unbelievable".
ITV has admitted that This Morning was the victim of a hoax following a story about a new celebrity sperm bank.
CEO Dan Richards appeared on This Morning on Tuesday to discuss FameDaddy, the "first celebrity sperm 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". read more BBC
Newspapers Like The Telegraph and The Sun also fell for the apparent hoax many quietly deleting the story
Newspapers Like The Telegraph and The Sun also fell for the apparent hoax many quietly deleting the story
