Endemol have faced harsh criticism today as it emerged that they have made a show for Dutch TV in which the winner will receive a kidney transplant.

The show will focus on a terminally ill woman who has to choose one of three competitors to receive her kidney in a transplant. Viewers will be allowed to text in their advice and recommendations to the show.

The 37-year-old donor, identified only as Lisa, will make her choice based on the contestants’ history, profile and conversation with their family and friends. The show will air in The Netherlands this week.

The Dutch donor authority has condemned the show, as have kidney specialists in the UK.

“The scenario portrayed in this programme is ethically totally unacceptable,” said Professor John Feehally, who has just ended his term as president of the UK’s Renal Association.

Laurens Drillich, chairman on the RNN TV station stated:

“The show will not further understanding of transplants,” he added. “Instead it will cause confusion and anxiety.”

“The chance for a kidney for the contestants is 33%, this is much higher than that for people on a waiting list.”

“We think that is disastrous, so we are acting in a shocking way to bring attention to this problem.”

“For years and years we have had problems in the Netherlands with organ donations and especially kidney donations,” agreed Alexander Pechtold of D-66, the Dutch social liberal party.

“You can have a discussion about if this is distasteful, but finally we have a public debate,” he told BBC Radio 4’s Today programme. “