Viewers tuning in to This Morning were left divided on Monday morning after a fan of the show was treated to having his energy bills being paid for four months after playing the Spin to Win competition.
Holly Willoughby and Phillip Schofield made their anticipated return to presenting This Morning today after enjoying their annual summer break.
Viewers who were excited to see their comeback were left feeling odd after the update to the Spin to Win challenge was revealed.
Normally, viewers hope to win large amounts of money however, with the current cost of living crisis and soaring energy prices, ITV bosses have added a different prize that split the audience watching.
This Morning viewers can now possibly have their energy bills paid for a certain amount of time.
On Monday morning's episode, Darren, from Essex, collected his prize of four months worth of energy bills paid for by ITV.
Phillip quizzed the This Morning viewer on his anxiousness over soaring prices of electricity and gas across the nation, with the caller disclosing his nervousness and saying that he is dreading the colder months.
Darren celebrated his prize and said: "That's such a relief."
However, viewers at home appeared to be less impressed with the new Spin To Win prize option.
TV critic and broadcaster Scott Bryan took to social media to express his feelings about the new prize. He tweeted: "#ThisMorning has turned completely dystopian and Black Mirror by offering to pay energy bills as a competition prize."
"Honestly I've never seen something so tone deaf in my life", he continued.
Another viewer said: "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."
Although it wasn't all negative feedback from people watching at home. One viewer wrote: "Why is everyone complaining about it? I think it's sensible. Why give someone cash when you can actually help them live?"
Another added: "Wouldn't mind my energy bills being paid at all. Nothing to turn your nose up to."
The prize was awarded the same day Liz Truss became the new Prime Minister after winning the Conservative Party leadership contest, beating Rishi Sunak.
Truss said she would reveal her plans to tackle the energy crisis once she has won.
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