Daytime television This Morning has been duped into dedicating a segment of its show to a new celebrity sperm back called Fame Daddy, which turned out to be a fake. Dan Richards, the supposed 'chief operating officer' of the firm appeared on the ITV breakfast show on Tuesday (October 16, 2012) to speak with hosts Holly Willoughby and Philip Schofield.

Richards claimed that Fame Daddy provide sperm donations from big name celebrities, including ex-premiership footballers, rock stars, Oscar winning actors, athletes and racing drivers. The company's website carries the description, "The world's first celebrity sperm donor service", claiming to offer "individuals and couples the celebrity semen of their choice." Today, an ITV spokeswoman confirmed that Mr Richards turned out to be "an actor working for a TV production company" and apologized to viewers who had been "deliberately misled by this stunt." She said those behind the stunt "clearly went to great lengths to pull the wool over the eyes of the program and our audience," though failed to explain how ITV had been so easily duped by such a ridiculous hoax.

Willoughby and Schofield told viewers that alarm bells started to ring when Mr Richards was on air. "There is no doubt it was an incredible tale," Schofield said, with his co-host adding, "There was something not quite right, it was so unbelievable."