Good Morning Britain viewers voiced strong dissatisfaction with the program's extensive coverage of the third heatwave of the year, taking to social media to demand the show 'stop this' and accusing it of 'weaponising' the sunny weather.
Heatwave Coverage Sparks Viewer Backlash
During the July 8, 2026 episode, weather presenter Laura Tobin provided a detailed forecast, stating: 'Heat wave three is building! It's spreading further North as we head through the next few days, with temperatures climbing and building day by day. Not just by day, but by night as well.' Tobin noted that this heatwave is expected to be more sustained than previous ones.
Ranvir Singh then announced: 'Amber heat health alerts across large parts of England come into effect from nine o'clock this morning.' Retail experts told the show they anticipate a spike in sales, as recent figures showed the May heatwave drove a surge in outdoor and summer goods and food sales.
Viewers Take to Social Media in Frustration
After Tobin advised that conditions could persist for up to a fortnight, she crossed to Nick Dixon in Selsey, who reported: 'It is going to go on a little bit longer, potentially into early next week, but it will be just a fraction cooler but still potentially 35, 36 Celsius over the next 48 hours.'
Many viewers, however, were unimpressed. One wrote: 'Do you think we are all stupid? It's 10 days of sunshine, give us a break, and those temperatures you keep banging on about are down south.' Another commented: 'Stop this heatwave after heatwave nonsense. We are having a lovely, hot summer. Thousands are getting away to lay in this heat. Stop weaponising our lovely weather at the moment.'
Demands for Simpler Forecasts
A third viewer remarked: 'Why do we have a warning to let us know that it is going to be a nice summer day.' While another simply posted: 'Just tell us what the weather is going to like today. #gmb'. One particularly aggrieved viewer fumed: '#GMB We have not had a heatwave all this year. It's been a dismal summer. When out the last week or so I have had a coat on. Hopefully we will have a decent day today but there's no sign of the sun yet. When weather people talk of the UK they mean England.'
Good Morning Britain airs weekdays from 6am on ITV.
