ITV This Morning viewers were up in arms as viewers were urged to enter a competition to have their energy bills paid for four months.
On Monday's instalment of the daily show, fans couldn't believe their eyes as hosts Phillip Schofield and Holly Willoughby announced a change to the usual format of the regular spin-to-win viewer contest.
Instead of various lump sums of cash, anyone who managed to successfully enter was able to compete for the cost of their rocketing energy bills, as well as up to £3,000 cash.