Viewers who tuned into Monday's edition of This Morning were left horrified after noticing the newest addition to the 'Spin to Win' prize wheel.
Holly Willoughby and Phillip Schofield returned to the breakfast show after a lengthy summer break, but their comeback left viewers with a sour taste in their mouth after the Spin to Win challenge unveiled the 'grim realties' of the energy crisis across the UK and Ireland.
Usually, viewers are in with a chance of winning large sums of money and cash prizes when they are called to spin the famous wheel. However, amid the current cost of living crisis and soaring energy prices, ITV bosses have added a new prize.
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This Morning viewers are now in with a chance of having their energy bills paid for a certain number of months.
And on Monday morning's show, Essex native Darren was the one to bag four months free energy bills thanks to ITV.
Before spinning the wheel for Darren, Phillip quizzed the This Morning viewer on whether or not he was concerned with the soaring prices of electricity in the UK. Naturally, the caller admitted that he was dreading the colder months, and shared his relief once the wheel landed on the 'energy bills' tab.
"That's such a relief" the caller enthused after winning the prize. However, This Morning viewers were as impressed with the new Spin To Win prize option.
"Paying for viewers' energy bills just feels wrong. Obviously it's a nice incentive, but wow, it just shows the grim reality we're all living in," one viewer tweeted.
"Has it all got this bad that Holly and Phil are now giving away free energy bills on This Morning? I can't believe it honestly," someone else shared.
"Grim times indeed," another tweeted.
However, other viewers debated that the new prizes are 'sensible' in these times of crisis with one insisting: "Why is everyone complaining about it? I think it's sensible.
"Why give someone cash when you can actually help them live?"
Meanwhile another added: "Wouldn't mind my energy bills being paid at all. Nothing to turn your nose up to."
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