THIS Morning has been slammed by viewers for interviewing a food bank worker just minutes before asking fans to use a £2-a-minute phone line to call in.
The ITV daytime show came under fire after it offered up a competition to win £100,000 – which required viewers to text or call in for a fee.
Fans of the show were left furious after the competition was announced seconds after an interview with a food bank worker.
Presenter Craig Doyle had visited the warehouse – stocked by Iceland – just outside of Belfast in Northern Ireland.
The guest Joel, who worked at the food bank, explained that the supermarket chain had been paying for people's shopping.
Joel emphasised how there had been "hard times" recently at food banks, which were facing shortages of basic items.
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Craig asked: "Joel, good to see you, I’m delighted we can help you out. How tough are things out there at the moment?"
To which the guest replied that things had been "really bad", adding: "People are really struggling to make ends meet. It's heat or eat."
After looking through the essential items packed up in Joel's trolley, Craig turned to the camera to remind viewers about the competition.
He announced the "life changing" £100,000 prize money, explaining that it would cost £2 to enter via phone line, text or online.
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Viewers at home were left furious by the "out of touch" change of tone as the competition rules were read out at the food bank.
"The way it went from 'its heat or eat' to 'for your chance to win £100,000' without even a pause?" one kickstarted the debate.
"So out of touch," a second said, while a third chimed in: "How are they still getting this messaging wrong?"
"Are ITV aware of how this is all coming across?" a fourth asked, as a fifth slammed: "Talk about tone deaf. What is going on?"
It comes after This Morning found itself in hot water after receiving HUNDREDS of Ofcom complaints about the recent Spin To Win competition – which offered to pay energy bills.
The TV watchdog has confirmed that they received 170 official complaints from upset viewers.
Presenters Holly Willoughby and Phillip Schofield stunned viewers as they revealed a new prize had been introduced to the game.
Viewers were able to win a cash prize, with £1,000 and £3,000 still up for grabs on the wheel – as well as the opportunity to have their energy bills paid for FOUR months.
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Fans were less impressed and pointed out that the major change highlighted the horrifying state of the country.
One wrote: "I hope whoever gets the prime minister position does something about the energy bills and cost of living crisis because relying on a TV show giving away money is ridiculous. #This Morning"
Another fumed: "What a f***ing country when people can win their energy bills. Stop voting for scumbags that don't care about you."
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