The winner of the latest series of the music mogul's talent show, Jules O'Dwyer, who performed with her border collie under the name Jules and Matisse, has come under fire after she revealed she used a different dog, named Chase, for an impressive high-wire stunt which helped her clinch the title during the TV show's finale.

She made the revelation on U.K. TV show Lorraine on Monday (01Jun15), a day after the big win, and executives at British broadcasting watchdog Ofcom have since received more than 200 complaints from viewers who were outraged by the doggy double act.

A spokesperson for Ofcom tells Britain's Daily Mirror newspaper, "We will assess these complaints before deciding whether to investigate or not."

A source tells British newspaper The Sun that Cowell has now demanded an internal investigation into the incident, adding, "He is shocked and angry. He had no idea. He wants to know who is responsible. Heads could roll."

A representative for the show, which features Cowell as a judge, adds of the controversy, "We are sorry if this (dog swap) was not made clearer to the judges and viewers at home during their final performance."