UK police may investigate the ITV phone-in scandal affair if asked to by Ofcom, and it is already reviewing evidence in the GMTV case. On ITV, the Metropolitan Police said it would take its cue from Ofcom, the media and telecoms regulator, which is planning to investigate the affair.

Ofcom said: “ITV's review of its premium rate telephone services has identified a number of serious issues in the conduct of votes and competitions in its programmes. These appear to raise questions for Ofcom … Ofcom will be investigating the cases which have come to light … and has requested all relevant information from ITV.”

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