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This Morning has been smacked with Ofcom complaints over its decision to gift energy bills paid for four months as a competition prize.
Phillip Schofield and Holly Willoughby returned to the ITV daytime show on Monday (September 5) after a lengthy summer break.
However, fans were left divided when the dynamic duo presented an edition of Spin to Win as ITV bosses decided to add a new prize titled "energy bills"
READ MORE: Holly Willoughby and Phil leave each other stunned with new looks for This Morning return
A weekly audience report by Ofcom confirmed that 170 reports were made to the broadcasting watchdog in relation to the competition on September 5.
An Ofcom spokesperson told Daily Star: “We are assessing the complaints against our broadcasting rules, but are yet to decide whether or not to investigate.”
This Morning viewers are usually in with a chance of winning large sums of money and money can't buy prizes when they are called to spin the famous wheel.
But this wasn't case on Monday as due to the current cost of living crisis and soaring energy prices, bosses added a new prize.
Viewers had the chance of having their energy bills paid for a certain number of months.
Essex resident Darren was the one to bag four months free energy bills thanks to ITV.
Before spinning the wheel for Darren, Phillip quizzed the This Morning viewer on whether or not he was concerned with the soaring prices of electricity in the UK.
Naturally, the caller admitted that he was dreading the colder months and shared his relief once the wheel landed on the "energy bills" tab.
"That's such a relief" the caller enthused after winning the prize.
However, This Morning viewers were as impressed with the new Spin to Win prize option.
"Paying for viewers' energy bills just feels wrong. Obviously it's a nice incentive, but wow, it just shows the grim reality we're all living in," one viewer tweeted.
"Has it all got this bad that Holly and Phil are now giving away free energy bills on This Morning? I can't believe it honestly," someone else shared.
"Grim times indeed," another wrote.
Host Phillip even addressed the viewer backlash during Tuesday's (September 6) episode.
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As the daily Spin to Win segment was about to start, Phillip quipped: "Everyone's talking about it".
He then detailed the changes to the wheel, saying: "Well, loads of cash prizes up for grabs.
"Our boss has been incredibly generous, he's decided to increase the money to include all of your household bills.
"Mortgage, petrol, food, energy, you decide. We will pay your bills until the end of the year up to the value of £3000."
As the latest competitor won £3,000, the hosts celebrated before Phillip mocked: "I wonder how much of that they can complain about online."
This Morning airs weekdays at 10am on ITV
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- ITV
- This Morning
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