This Morning host Phillip Schofield has said the show is carrying out "ongoing investigations" amid fears it was the victim of a hoax over a story about a celebrity sperm bank.
The presenter told viewers that an interview on the ITV1 show with a businessman called Dan Richards was under review.
Co-host Holly Willoughby said: "There was something not quite right, it was so unbelievable."
Schofield said: "There is no doubt it was an incredible tale. Well, we're conducting our ongoing investigations into Dan and there is a possibility that Dan may not actually be who he says he is and the fact that the whole story may not be what it says it was."
The firm, called FameDaddy, calls itself the "first celebrity sperm donor service".
Its website offers women "a head start in life" for their children, saying it will give them the opportunity to "select a donor from our exclusive catalogue of proven winners".
Its sample profiles include an unnamed former Premiership footballer and a rock star said to have a net worth of £40 million.