This Morning has been slammed as “tone deaf” for interviewing a food bank employee while advertising a competition with a premium rate phone number.
The ITV daytime programme received 170 Ofcom complaints after an energy bills prize featured on Spin To Win earlier in the week amid the cost of living crisis.
Wednesday’s episode (September 7) saw Craig Doyle present a £100k competition from a Food Warehouse by Iceland store just outside Belfast via video link.
READ MORE: ITV This Morning hit with 170 Ofcom complaints after energy bill prize backlash
During the link, Craig interviewed a foodbank employee named Joe who was shopping for supplies at the supermarket.
(Image: ITV)
Craig then led into the competition where phone entries cost £2 plus a “network access charge” and texts cost £2, leading to a tidal wave of viewer backlash.
One fan wrote: “Tone deaf.”
Another commented: “The way it went from ‘it’s heat or eat’ to ‘for your chance to win £100,000’ without even a pause.”
Meanwhile, a third said: “How are they still getting this messaging wrong?”
(Image: ITV)
A fourth fan quipped: “So out of touch,” while another asked: “Is this show not getting the memo or???”
During the controversial segment, Craig said: “Joe, good to see you. How tough are things out there at the moment?”
Joe replied: “Really bad. A lot of people are really struggling to make ends meet and need help getting the essentials and things in, you know?
“It’s heat or eat.”
(Image: ITV)
The backlash follows Ofcom receiving 170 complaints about the show earlier in the week.
Following a viewer’s Spin To Win victory, fans complained that an energy bills payment was unsuitable amid a cost of living crisis – with even more fans complaining online.
All prizes with exception to cash prizes were subsequently removed from the wheel.
This Morning airs from 10am on weekdays on ITV.
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Source: Celebrities - dailystar.co.uk
