Piers Morgan was forced to apologise for a "jarring" transition to a Good Morning Britain competition after a money scam story today (November 27).
The show aired a segment with radio DJ Liz Kershaw, where she spoke about a carer who scammed her mother out of £20,000.
However, at the end of the discussion, hosts Susanna Reid and Piers said they were going to the show's competition with Andi Peters to win £90,000, as Piers immediately noted that it was "ironic".
Viewers immediately called out the link (with strong language below), one viewer writing: "Bit of an insensitive link."
Another added: "Wow, that link from that terrible story about Liz Kershaw's poor elderly mother to Andi Peters being all Andi Peters about winning £90,000 in time for Christmas was so f**king awkward and inappropriate."
Once they came back to the studio, however, Piers acknowledged the tweets and immediately apologised.
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"Just getting a few people saying, and I understand this – it's a bit jarring, wasn't it?" he told viewers. "Going from a story about a woman losing all that money to 'fill your bank account with cash'. I agree with you.
"It's just one of those things, unfortunately. Sometimes when you have competitions and adverts and so on, sometimes the story that you do that leads up to them can be a little jarring. So apologies to anyone who found it jarring, I did too."
Good Morning Britain airs weekdays at 6am on ITV.
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Sam is a freelance reporter and sub-editor who has a particular interest in movies, TV and music. After completing a journalism Masters at City University, London, Sam joined Digital Spy as a reporter, and has also freelanced for publications such as NME and Screen International. Sam, who also has a degree in Film, can wax lyrical about everything from Lord of the Rings to Love Is Blind, and is equally in his element crossing every 't' and dotting every 'i' as a sub-editor.
