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Its chief executive, Andy Duncan, said: "Channel 4 supports the decision on product placement.
"This is the dream team," said Channel 4 chief creative officer Jay Hunt.
It said Channel 4 needed to take more risks in order to regain its former glory.
A spokeswoman for the Channel 4 said: "Channel 4 has replied directly to Katie Price's lawyer.
Hunt said Channel 4 had no plans to make another series of the programme.
An earlier version also said Channel 4 was not a public institution.
Writing in The Independent, Owen Jones said Channel 4 had a greater responsibility to portray welfare claimants more accurately.
He said: "Channel 4 have asked us to do a TFI Friday 20th anniversary show and/or run next year.
Raffaello Pantucci, director in International Security Studies at the Royal United Services Institute (RUSI), said: "Channel is voluntary.
Channel 4 commissioning editor Lee Mason said Channel 4 and E4 has a "special connection" with younger TV viewers.
One source said: "Channel 4 doesn't want the BBC to hand over BBC Worldwide in its entirety.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com