ITV's flagship daytime show, This Morning, has found itself in hot water after a well-intentioned segment spectacularly backfired, leaving viewers feeling thoroughly talked down to.
The incident occurred during a routine household feature, where a cleaning expert was invited onto the programme to demonstrate her techniques. However, what was meant to be helpful advice quickly spiralled into what many are calling a 'masterclass in condescension'.
A Demonstration That Wiped The Floor With Viewers' Patience
Armed with an array of sprays and cloths, the expert proceeded to show hosts Holly Willoughby and Phillip Schofield how to correctly clean a surface. The step-by-step tutorial, which included instructions on the precise way to wipe, was met with instant disbelief and fury on social media.
Many viewers took to Twitter, now known as X, to express their outrage. One exasperated fan wrote: "Watching #ThisMorning teach me how to clean a surface I’ve been cleaning for 30 years. Incredibly patronising!" Another echoed the sentiment, stating: "Do they think we’ve never used a spray and a cloth before? Absolutely ridiculous."
Out of Touch or Helpful Advice?
While the segment was undoubtedly meant to be informative, it highlighted a growing chasm between television producers and their audience. For countless viewers, the demonstration was a symbol of how out of touch the programme has become with the realities of its viewers' lives.
The backlash was swift and merciless, with comments flooding in criticising the show for its lack of self-awareness. The segment was widely perceived as a waste of valuable airtime that could have been dedicated to more pressing or engaging issues.
This isn't the first time This Morning has been accused of being patronising, but this particular cleaning debacle has certainly left a stain on its reputation that won't easily be wiped away.
