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This Morning has come under fire yet again this week after offering people the chance to win a hefty £100,000 – straight after an interview with a man who works in a food bank.

This week, the ITV programme has been facing heat over its Spin to Win game, after callers were given the opportunity to win their energy or household bills being paid off, which viewers dubbed ‘tone deaf’ given the current cost of living crisis.

While Wednesday’s episode scrapped the energy or household bills option on Spin to Win, another moment still raised eyebrows for being ‘out of touch’, when presenter Craig Doyle spoke to a man who works for a local food bank.

Presenter Craig Doyle was shown walking through a food warehouse by Iceland situated outside of Belfast in Northern Ireland, where he explained that they’d ‘been paying for people’s shopping’.

He then went over to a man called Joel, emphasising the ‘hard times’ food banks, like the one he works for, are facing at the moment.

‘Joel, good to see you, I’m delighted we can help you out. How tough are things out there at the moment?’ Craig said.

Craig Doyle on This Morning
This Morning viewers were stunned by the moment (Picture: ITV)

Joel stressed that it’s ‘really bad’ as a lot of people are ‘really struggling to make ends meet’, adding: ‘It’s heat or eat.’

After adding some essentials to Joel’s trolley, the contents of which were all going to the food bank, Joel then turned back to the camera to remind viewers of the competition they could enter, stating: ‘To remind you though, £100,000 in tax-free cash. In this current climate, that is absolutely life-changing.’

Responding to the surreal moment, which flitted from talking about a food bank to suggesting a viewer could win tens of thousands of pounds, TV critic Scott Bryan tweeted: ‘The way it went from “its heat or eat” to “for your chance to win £100,000” without even a pause.’

Phillip Schofield and Holly Willoughby on This Morning
Ofcom is investigating complaints about This Morning after it offered energy bills being paid for as a prize on the game Spin to Win (Picture: ITV)

‘How are they still getting this messaging wrong?’ someone else said, while another person wrote: ‘So out of touch,’ alongside a face-palm emoji.

‘Are @ITV aware of how all of this is coming across?’ one person asked incredulously, while another dumbfounded viewer remarked: ‘Talk about Tone Deaf. What is going on with @thismorning at the moment?’

‘This Morning failing to read the room SPECTACULARLY,’ someone else summarised.

Metro.co.uk has contacted ITV for comment.

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This Morning airs weekdays from 10am on ITV.

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