Loose Women were baffled as a "row broke out" during the advert break.
Monday's show was fronted by Ruth Langsford, who anchored a discussion between panelists Brenda Edwards, Janet Street Porter and Judi Love. They interviewed I'm A Celebrity star, Phil Tufnell, and tackled subjects such as whether we should ditch abbreviations in a jam-packed episode.
However, fans were surprised when the first advert break was taken over by a Walkers crisps promotional campaign. Walkers have partnered with ITV for an advert that asks the question of whether you are "crispIN or crispOUT" when it comes to sandwiches.
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ITV described the advert as a media first as it was integrated in with the show. Judi said crisps should definitely go IN a sandwich, Janet argued that crisps most definitely belong on the side, voting OUT.
Bhavit Chandrani, ITV Director Digital and Creative Partnerships, said: “There’s nowhere that debates topics quite like Loose Women and this partnership with Walkers shows exactly that - as the panel decide if they’re CrispsIN or CrispsOUT! This innovative campaign is a great example of the kind of creative seamless integration that ITV can bring to brands with our most well-known shows.”
The advert was identified with a sign in the top right corner of the screen, but fans following the show on Twitter were confused by the change.
Paul said: "What is this walkers ad?"
Tom added: "This ad is horrendous"
Rebecca posted: "Good grief what on earth am I watching"
Deb tweeted: "Ok, this is weird"
GP commented: "My god, what is going on at ITV today?!"
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