This Morning viewers said they turned the programme off on Tuesday after a guest's confession.
Holly Willoughby and Phillip Schofield were back at the helm of the daytime programme on ITV. As ever they discussed the topics of the day, and were joined by a number of visitors.
One segment saw the pair discuss a new "Hollywood trend". Buccal fat removal has become popular after celebrities such as Chrissy Teigen admitted to having it done.
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The treatment is said to leave a more chiselled look, after removing fat from inside a person's cheeks, however experts warn it can cause injury, as well as premature ageing.
Discussing the procedure in the studio, Holly and Phil were joined by cosmetic surgeon Dr Deniz Kanilada, and TikTok star Regan Ellis.
Regan, 22, confessed she has recently had the treatment and "loves" her results. After before and after photos of Regan were shown, she expressed the importance of doing your research beforehand and finding a reputable practitioner.
But many watching at home were disappointed, and some went as far as to "switch off". Taking to Twitter, Lorraine said: "Promoting stuff that's unnecessary and financially out of reach for most of us. Why give it publicity?"
Christine said: "This just feels wrong, this will make some folk look in the mirror and decide they must ‘need’ it too. #ThisMorning please stop cosmetic surgery segments. *turns TV over*". Debs said: "What is happening when s*** like this is being advertised? The world has gone mad".
ITV has been approached for comment.
This Morning airs weekdays from 10am on ITV and ITVX
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