This Morning has been slapped with over 400 Ofcom complaints from disgruntled viewers, in the wake of the Holly Willoughby and Phillip Schofield's queue jump row.
Following the furore surrounding the presenters' appearance at Queen Elizabeth's lying in state, regulator Ofcom reported that the ITV day show has come under fire for a controversial update to the Spin To Win game which did not sit well with viewers.
The daytime show had already received 170 complaints for a "dystopian" twist to the traditional format which gave players the chance to win payment of their energy bills.
Viewers were originally left divided after a viewer was gifted payment of his energy bills for four months amid the cost of living crisis.
Phone-in players are usually in with a chance of winning cash prizes of up to £3000 , but, amid the cost of living crisis and soaring energy prices, ITV bosses decided to add the new prize.
It has now been revealed that a further 209 complaints have been made to Ofcom – bringing the total now to almost 400.
The 'energy bills' prize on the wheel sparked divided comments on Twitter, with many calling the decision "tone-deaf".
One viewer wrote: "Trivialising energy when thousands are worried about it - is so tone deaf."
After a slew of criticism online, Phillip Schofield addressed viewer backlash aimed at the show, as the very next day saw a change to Spin to Win.
Phillip left co-host Holly Willoughby laughing as he made a jibe at the complaints at the start of the segment, quipping: "Everyone's talking about it."
The 'energy bills ' prize has since been ditched, and instead Phillip claimed his "generous boss" had increased the money on offer, and extended the prize to cover any bills, not just energy.
Some fans were convinced they'd axed the segment as there was no mention of it until the final part of the show.
Phillip recently detailed the changes to the wheel, saying: "Well, loads of cash prizes up for grabs.
"Our boss has been incredibly generous, he's decided to increase the money to include all of your household bills.
"Mortgage, petrol, food, energy, you decide. We will pay your bills until the end of the year up to the value of £3000."
This Morning continues weekdays on ITV.
