The Jeremy Kyle show targeted guests wanting to take lie detector or DNA tests through Facebook, a reality TV enquiry has heard.
In written evidence submitted to the Digital, Culture, Media and Sport Committee (DCMS) ITV's chief executive Dame Carolyn McCall said that the popular social networking site was used by the production team to post requests for people to contact the show.
The letter was given to MPs as part of their investigation into reality TV.
DCMS launched their inquiry following the cancellation of The Jeremy Kyle Show in May.
The controversial talks show was suspended and then subsequently axed after 14 years on the air following the death of guest Steve Dymond who died around a week after reportedly failing a love-cheat lie-detector test on the daytime programme.
Dame Carolyn said in her letter: "Other than aiming these 'calls to action' at our viewers and fans of the show, generally we did not target particular individuals, although some did specify people looking to take lie detector or DNA tests."
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She also reiterated that guests have always been advised that tests, carried out by the company UK Lie Tests, could not be guaranteed to be 100% accurate and that the company had told ITV the accuracy rate was above 90%.
Damian Collins, chairman of the DCMS Committee, said: "From the outset, our inquiry has been concerned that reality TV exploits people at a vulnerable point in their lives in order to maximise ratings.
"ITV has confirmed that in some instances The Jeremy Kyle Show used Facebook ads to find individuals who wanted to take lie detector or DNA tests.
"It is particularly concerning that the production team appeared to be specifically targeting people who were hoping to resolve a difficult personal situation. We've asked for copies of the adverts from ITV.
"Our inquiry is considering how well-prepared people like this would have been to cope with having their private lives exposed on a public stage and what mechanisms were in place to support them.
"That's why we are speaking to Dwayne Davison, a former contestant on The Jeremy Kyle Show, whose direct experience is very concerning. He will be amongst other former reality TV guests who have been asked to share their experiences with the committee in the autumn."
The axing of the regular ITV fixture plus the deaths of two former Love Island contestants increased the scrutiny around the wellbeing and aftercare provided to participants in reality TV shows.
As a result Love Island bosses overhauled their duty of care processes which now include compulsory therapy sessions and social media training.
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