Viewers of BBC One's latest TV show Freeze the Fear have savaged the show for airing as the cost of living spikes. The new game show follows celebrities as they compete in a series of sub-zero tasks.
The first episode, which aired tonight, showed celebrities plunging into an ice pit with the help of motivational speaker Wim Hof. But many social media commenters compared getting into the ice pit with taking a bath.
Twitter user @Selexiak said: "Look how wonderful it is to be cold. Is this a Government-sponsored information show to get us to turn that central heating off?"
