
Icstis, which regulates premium rate phonelines, will impose the biggest possible penalty it is empowered to give, according to The Sun.
The fine will be on communications firm Eckoh, which operated the quiz, says the paper. It is expected to dispute who should pay with Channel 4.
The investigation relates to claims that players spent thousands of pounds calling the You Say We Pay contest when a winner was already selected.
“This has been a huge breach of trust," said a source.“Only the biggest fine seems appropriate.”


