This Morning has received over 100 Ofcom complaints after they changed their competition prize Spin to Win to offer the chance to pay viewer energy bills.
The TV watchdog has confirmed that they received 170 official complaints from upset This Morning fans over the 'energy bills' prize.
This Morning viewers were left divided on Monday morning after a viewer was gifted with his energy bills being paid for four months after taking part in Spin to Win.
Viewers are usually in with a chance of winning cash prizes when they are called to spin the ITV wheel. However, amid the current cost of living crisis and soaring energy prices, ITV bosses had added a new prize, which many viewers said unveiled the 'grim realties' across the UK.
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 Tuesday saw a change to the latest game of 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 had 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.
Instead, after the hosts confirmed they would be calling up a viewer very soon, the wheel included money prizes ranging from £1000 to £3000, as well as the option to win the chance to have household bills paid for.
He then 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."
As the latest competitor won £3,000, the hosts celebrated before Phillip mocked: "I wonder how much of that they can complain about online."
