Viewers of the Richard & Judy show who took part in a premium-rate telephone quiz they appeared to have no chance of winning will receive a full refund following a live apology from the hosts.

Richard Madeley and Judy Finnigan told viewers of their Channel 4 teatime show that they were “shocked and angry” about the scandal.

The regulator launched an investigation yesterday into claims that up to 32,000 people responded to an appeal to call the £1 quiz line after the potential winners had already been chosen.

The You Say We Pay quiz, which is believed to have netted about £146,000 over the past fortnight, has been suspended while Channel 4 investigates the allegations.

It is the latest controversy to hit the lucrative call-in quiz sector. MPs called on operators to give proper information on the real odds of winning after finding that callers on one show had a 1-in400 chance of getting through.

Finnigan told viewers: “Many of you will have read that some problems have come to light with the You Say We Paycompetition. It seems some callers have not been properly entered into the competition.”

Her husband added: “A full investigation has been launched to find out exactly what’s happened, and we won’t be running You Say We Pay for the time being. Once we know the full extent of the problem, we’ll be making arrangements for any viewers affected to get their money back.”

Leaked e-mails showed that the charades-style quiz continued to be promoted on air after 24 winning contestants had been selected by Eckoh, the company that provides the premium-rate number.

Profits from the quiz are believed to be split 50-50 between Channel 4 and Cactus TV, the television production company run by Jonathan Ross’s brother Simon.

A Channel 4 spokesman said: “We recognise that some of our viewers will feel they have been misled by the competition and we very much regret that.”

He added: “If it’s found that viewers have been encouraged to enter the competition after the cut-off point has passed for selecting a potential winner then the channel will offer a full refund to anyone affected.”

Icstis, the premium-rate calls regulator, said that it would investigate after receiving about 20 complaints from members of the public. The affair is another blow to Channel 4, already facing an Icstis inquiry over the collapse of an eviction vote during the recent series of Celebrity Big Brother after thousands of calls and texts had already been logged.

The broadcaster is also awaiting the results of the Ofcom inquiry into the series, which attracted record complaints over allegations of racist bullying.

Madeley and Finnigan are believed to be furious over the affair, which threatens to damage their reputation as one of Britain’s most trusted brands.

The couple’s book club has been credited with generating sales of ten million for publishers. Their wine club has also proved popular. But they have been criticised by regulators for giving undue prominence to commercial goods.

Icstis has asked quiz operators to produce proposals that will restore transparency to the sector. The watchdog wants to see regularly updated data appearing on screen telling viewers how many entrants have tried to get through in the previous 15 minutes. It also wants cumulative warnings to be provided each time £10 is spent.

TV couple who became brand leaders

1994 Regulator fines Granada £500,000 for plugging brand-name products during This Morning . . . with Richard and Judy. Undue prominence given to brands including Calvin Klein and Heinz

1999 Richard Madeley and Judy Finnigan criticised for urging viewers to rent a video of The Lion King 2: Simba’s Pride.

2003 Ofcom criticises couple for plugging their joint autobiography on their new Channel 4 programme

2005 Ofcom fines Channel 4 £5,000 after Richard & Judy gives undue prominence to the energy drink Red Bull Source: Times database

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