The regulator ruled that the producers responsible for interactive gameshow Quizmania, which was broadcast on 21 September last year, had conducted the competition unfairly after four viewers complained about the obscure answers.
Viewers had been asked to identify 'things you find in a women's handbag'. Seven of 13 available prizes had been won with correct answers including a driving licence, plane tickets and contact lenses.
The remaining answers were then revealed and included rawl plugs and a balaclava. Ofcom said the inclusion of these answers was unreasonable and that this breach represented a serious error of judgement.
It added that when broadcasters air content which involves a significant amount of financial transactions, it is essential that they observe the highest possible standards.
In its response, ITV said it took its responsibility to ensure fairness and transparency in all of its games very seriously and, after reviewing the game, it agreed that both answers could be perceived as too obscure to be chosen as suitable answers.
They acknowledged that an error of editorial judgement had occurred but argued that rawl plugs had been selected in good faith by a games developer working on the programme.
The broadcaster said it had taken specific measures to avoid any recurrence of similarly obscure answers in future broadcasts.
This is the first formal breach recorded against ITV Play for conducting a competition unfairly. Ofcom said it would not expect a further occurrence of this nature.