Celebrity chef James Martin is in hot water after inviting viewers to take part in a live phone-in on his BBC cookery show, despite the programme being recorded the previous week.
Thousands of viewers were told that the Saturday Kitchen phone-in, on 17 February, would give them the chance to speak to celebrity chefs live on air.
But the show, produced by Cactus TV, had already been recorded the week before and it is believed thousands were duped into ringing the 10p a minute phone line.
A week earlier, Martin asked viewers to call a 25p a minute line if they wanted to appear on the following week's Saturday Kitchen. The next show was actually recorded just minutes later in the South London studios.
As a result, phone-line regulator Icstis has launched an investigation.
It comes after allegations of a high-profile phone-in con on Channel 4's Richard & Judy, also produced by Cactus TV.
By Jessica Harvey
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