A SnapChat posted to Gaz's account this week urged fans to call a given phone number for the chance to speak with Gaz in the Geordie Shore house.
But those who tried soon found they'd inadvertently called Scotty T's hotline number for Celebrity Big Brother, therefore casting a vote for him to win.
Several fans took to Twitter to express their confusion or anger.
Later, a new post to Gaz's SnapChat account read: "Apologies to anyone who was upset by the prank yesterday. It was not malicious or nasty in intent. Apologies from the marketing team. This was no way connected to Gaz."
A statement from CBB issued yesterday read: "We've been made aware of an individual's post on Snapchat which may have led people to unwittingly call the phone line to vote for Scotty T. The Snapchat user has no connection with the Celebrity Big Brother production team or Channel 5.
"We contacted the poster in question to demand the post is removed. If any voters have inadvertently called the Celebrity Big Brother voting lines as a direct result of this post, we would ask them to get in contact with us before midnight tonight."
Scotty is competing in tonight's CBB final against Danniella Westbrook, Stephanie Davis, Darren Day, John Partridge and Tiffany Pollard.
It all kicks off from 9pm on Channel 5.