ITV's Good Morning Britain has been plunged into a fresh controversy after a segment on Tuesday morning left its audience horrified and demanding an on-air apology.
The firestorm erupted during a discussion about the upcoming general election. Guest and commentator Matthew Wright made a highly personal and widely condemned remark about Prime Minister Rishi Sunak's physical stature, which presenters Susanna Reid and Richard Madeley failed to challenge robustly in the moment.
Viewers immediately took to social media platform X (formerly Twitter) to express their collective outrage. The incident has been branded 'disgusting', 'appalling', and 'ableist' by hundreds of complainants who felt the comment crossed a serious line of decency.
A Wave of Viewer Anger
The backlash was swift and severe. One furious viewer posted: 'Did I really just hear that on GMB? What an absolutely disgusting thing to say. Shame on them.' Another added, 'Totally unacceptable. Good Morning Britain should be issuing an apology for allowing such a vile comment to be made on air.'
The criticism wasn't solely directed at the guest. Many long-time viewers expressed deep disappointment in hosts Reid and Madeley for their handling of the situation, accusing them of not shutting down the inappropriate remark quickly or firmly enough.
Ofcom Complaints and Calls for Accountability
The volume of complaints has been significant enough that the UK's media regulator, Ofcom, is likely to be inundated with reports about the episode. Broadcasting rules stipulate that personal and offensive remarks must be adequately challenged by the presenting team, a standard many feel was not met.
This is not the first time the programme has found itself at the centre of a storm. Good Morning Britain has built a reputation for its combative and often provocative style, but this incident has struck a particular nerve, touching on issues of respect and disability awareness.
As the fallout continues, all eyes are on ITV to see how it will respond to the public outcry and whether a formal apology will be issued to its offended audience.
