A second GMTV executive is to quit over the phone-in scandal.
Kate Fleming, the broadcaster's controller of enterprises, was in charge of premium rate competitions.
She announced her resignation on Tuesday after 14 years with the station. Her decision comes days after GMTV's managing director, Paul Corley, announced his departure.
In April, BBC1's Panorama programme alleged GMTV viewers were encouraged to enter premium rate phone competitions even though potential winners had already been chosen.
GMTV unveiled a package of measures last week including refunds, 250 free prize draws for affected entrants (each with a £10,000 prize) and a £250,000 donation to ChildLine.
"Kate has done the honourable thing and taken responsibility even though many of the problems we are dealing with were as a result of things that happened outside GMTV," Mr Corley said.
"She has worked for the company for 14 years and throughout that time has shown great dedication and loyalty."
Ms Fleming will leave the station on August 10.
She said: "I will be very sad to leave GMTV, but we have worked hard over the past three months to investigate the situation and have now put in place one of the most comprehensive packages of remedies for the viewers, who are the most important people in all this. I hope these will restore people's trust in GMTV and it is now time for me to leave."
It emerged last week that viewers wasted up to £35 million on entries which had no chance of winning. Mr Corley has apologised "unreservedly" for the errors and said he hoped his resignation would help to restore viewer trust.
