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Almost 200 animal lovers complained after a puppy was given away as a prize on Keith Lemon's Lemonaid.
Media regulator Ofcom said it had received 176 complaints after Keith - the comedy character played by Leigh Francis - gave away the dog to a young contestant on the ITV1 show at the weekend.
Staff at the regulator will assess the complaints before investigating whether the show breached the broadcasting code.
It is not the first time ITV have got into trouble for the treatment of animals.
In 2010, the channel was fined for animal cruelty after contestants on I'm A Celebrity...Get Me Out of Here! killed and ate a rat.
Celebrity chef Gino D'Acampo and Hollyoaks actor Stuart Manning killed the animal with a knife when they were left without meat during the reality show set in the jungle.
