ITV's This Morning unveiled a segment called Bondage For Beginners , which featured a live demonstration of 50 Shades of Grey inspired sex toys
Phillip Schofield had warned viewers shortly after 10.30am that they would be discussing bondage equipment in three stages -- beginners, intermediate and advanced -- throughout the show with sexpert Annabelle Knight. However he assured them it
would be done in good taste .
And a few miserable viewers were inevitably not amused and took to Twitter to air a few inane and trivial comments. They ludicrously described the programme's content as pornographic and ridiculously inappropriate for daytime TV.
TV censor Ofcom said afterwards that it had received 70 complaints and was assessing whether to start an investigation.
Vivienne Pattison, director of Mediawatch UK, said the show had set a dangerous example:
It's not enough to say most children will be at school [at that time] because that's just not good enough.
Quite apart from issues of taste and the fact that people might not want to speak to their children about this, I think it is dangerous to normalise this kind of behaviour. [50 Shades Of Grey] is putting across ideas that humiliation is pleasurable and
torture is gratifying and I don't think those are healthy for anybody at all.
But if it is dangerous for adults then it is doubly dangerous for children watching this.
An ITV spokesman said:
This Morning is a lifestyle programme that covers a diverse range of human interest topics. The programme has dealt with advice on sexual matters many times in the past, and a suitable announcement was given at the start.