ITV’s This Morning has sparked a string of complaints from viewers with a segment on “bondage for beginners”.
The section – inspired by the upcoming Fifty Shades of Grey movie as well as Valentine’s Day – offered advice on sex toys and showed half-naked models cavorting on a bed in the background.
Sex expert Annabelle Knight talked Phillip Schofield and co-host Christine Bleakley through a selection of toys including blindfolds, a feather “tickler” and a vibrating “body wand”.
Schofield looked embarrassed when he warned “sensitive” viewers about the upcoming piece, saying “it will be done in good taste”, as Bleakley tried to stifle a fit of the giggles.
He then appeared tongue-tied as footage of models writhing on a bed was shown. Asked about his views on a satin eye mask, he said: “Sorry, I was just watching the VT then – I got a bit distracted.”
The show then stepped things up a gear, with “intermediate” and “advanced” sections featuring whips, vibrators and nipple clamps.
Bleakley got the giggles after being handed a pair of nipple clamps, saying “I’ll try them later.”
Inevitably, some viewers got hot under the collar over the timing of the spicy segment, shown at 10.30am when toddlers may have been watching.
I'm pretty open minded but have to say i'm shocked that a report on bondage is allowed on daytime TV! KIDS watch this! @itvthismorning
— bernice bassett (@bernicebassett) February 3, 2015
This Morning has gone so downhill. Do we really need to see this on daytime tv? Kids asking 'What's bondage mummy?' Get your act together!
— Kath Whitehead (@thatmadredhead) February 3, 2015
Jesus!!! ITV is the new porn channel!! First we had someones bollocks on #Lorraine and now bondage on This Morning!!
— sarah busby (@sarahbusby12) February 3, 2015
so sky will be blocking adult content by default so its not accessed by kids but @itvthismorning can have bondage on at 11.45 in the morning
— Ami Eltis (@amieltis) February 3, 2015
However, it was too tame for others:
#ThisMorning currently doing an Introduction To Bondage which so far is 1. Light a candle 2. Buy some feathers.
— Tubbs McGuire (@tubbsmcguire) February 3, 2015
An Ofcom spokesman that it has received 74 complaints from viewers and is assessing these before deciding whether to investigate.
