Whilst the program may not have been no more than a little light entertainment, this case is a good example of the care that needs to be taken in complying with the Ofcom and Advertising Standards Agency codes.

Having been found to have breached rule designed to ensure that the viewers are not misled, ITV has now voluntarily set up a system to refund paying voters if they wish to claim it.

This would be a time consuming and ultimately expensive exercise given the sums likely to be involved.

Britain’s Got Talent misled viewers over the use of a second dog in the final of the ITV talent show, media watchdog Ofcom has ruled.