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.
Outraged at the idea of the segment due to the current cost-of-living crisis which is affecting millions of households across the UK, many social media users likened the competition to something from Black Mirror or The Hunger Games.
As Phil introduced the daily segment and welcomed a caller on to the show he said: "Okay here we go so we'll pay your energy bills for four moths if it stops on that."
An excited Holly added: "Nice!"
Phil then asked: "How are your energy bills are you a bit worried about it?"
The caller replied: "Yeah major, I’ve got one of these prepayment meters and it’s absolutely murder."
Phil then replied: "Well lets hope you win some money then! One way or the other!"
After the caller saw that the wheel had landed on the prize to have his bills paid, he said: "Oh my god thank you.
"Fantastic! What a relief, thank you very much!"
Viewers blasted ITV for asking viewers to compete to have their bills paid.
One said: "F****** state of this country when one of the prizes on the This Morning Spin the Wheel is energy paid for 4 months. I get that they're trying to be helpful, and that's great. But people shouldn't have to hope they're lucky enough to win their energy costs."
One added: "Can’t believe this morning are giving out energy bills as a prize, what in the black mirror Disgusting by @thismorning
One said: "Who thought that was a good idea."
One added: "This is wrong on so many levels.... Shame on you @thismorning"
It came after Martin Lewis placed his head in his hands over energy crisis comments while guest hosting Good Morning Britain earlier on ITV in the morning.
The money-saving journalist was reacting to comments made by former MP Edwina Currie during a discussion on the cost of living and rising energy bills.
Edwina advised people "not to get emotional" about the crisis - before telling host Martin his choice of words to describe the crisis were "not helpful".
However, Martin reminded her just how much bills had risen and the likely impact that this would have on families.
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