Good Morning Britain 's Piers Morgan tore into overweight people on Tuesday's show as he discussed a new Cosmo magazine cover which showed a plus size model exercising alongside the caption "this is healthy".
Piers called the message "irresponsible" as it "encourages obesity" during a pandemic where Covid affects obese people a lot more.
He ordered obese people to "just lose weight" in a debate where his sentiment was backed by Dr Hilary Jones, who agreed it was not healthy.
But many viewers criticised Piers for his cruel words that failed to acknowledge the importance of mental health and how difficult it can be to lose weight.
Blogger and Zumba instructor Samantha Coote said she was clinically obese but exercised regularly and felt happy, which she argued was more important than the number on the scales.
But Dr Hilary told her this was not the case, as a significant amount of fat around the middle caused certain health issues and the NHS is already overwhelmed.
He said: "I hate to disagree with Sam, who looks great, but I do think it's unhealthy.
"When you're overweight you are much higher risk of having metabolic syndrome, high blood pressure, high cholesterol levels, greater risk of heart disease and strokes."
Samantha pointed out models who are too thin are often portrayed on magazine covers, and they receive little criticism over their health.
"I don't care who you are, if you're obese, you are not healthy.
"I don't like the painfully thin models on magazine covers either, that's not healthy.
"Not everybody has a perfect bill of health regardless of your health," Samantha told him.
Piers concluded: "Here's my advice for people - if you're obese lose weight."
Susanna replied: "If it was that easy, we wouldn't have an obesity crisis. Thank you so much Dr Morgan for your insight!"
The hosts then cut to David Hasselhoff for an interview, demanding he give his opinion, but he refused to because he said his daughter was "obese and healthy".
One viewer tweeted: "Piers Morgan lecturing on obesity etc when he is hardly a ideal healthy weight... He seems to bash women all the time about their weight! And doesn't let them have a say #GMB ".
Another wrote: "If you’re obese, lose weight' nice one piers you tool #GMB ".
A third added: "No, being obese is not healthy. But showing a fat person exercising is more more healthy than showing a fat person eating a donut. I recon that’s what @Cosmopolitan were going for here. Saying that as a fatty who tries her hardest!!"
* Good Morning Britain airs weekdays on ITV at 6am
