Watch: This Morning runs competition to pay a viewer's energy bills
This Morning has been criticised for running a competition that saw the winner have their energy bills paid for the rest of 2022.
Introducing the segment, Schofield said: "This week we’ve got our usual cash prizes, but you could also win some extra cash to pay your energy bills until the end of the year.
"That’s four months of energy bills taken care of."
Willoughby added: "Wow, that’s very important right now."
The competitor — Alex from Enfield — was then asked about the rising prices of energy in the UK and if he was worried about being able to afford his bills.
He answered: "Massively. I’ve got one of these prepayment meters and it’s absolutely murder."
— Scott Bryan (@scottygb) September 5, 2022
The wheel did end up stopping on 'energy bills' with Alex left delighted as he said: "Oh my God! Thank you!
"Fantastic, what a relief, thank you very much!"
But the move was heavily criticised on social media with many liking it to a dystopian sci-fi movie.
One Twitter user wrote: "This Morning having ‘energy bills’ as a prize on their Spin To Win is the most dystopian and sad reflection on society right now… How did we get to this point? Madness."
Another said: "Can't wait until the next step is basically the game show from The Running Man," referencing the Arnold Schwarzenegger movie where criminals have to escape being killed in front of a TV audience.
Many viewers also bemoaned the state of the UK where the cost of energy bills is set to rise around 200%.
One viewer commented: "It’s so sad that if you win spin to win, they’ll pay your energy bills. It used to be win a holiday. The absolute state of things is horrifying."
This Morning airs weekdays at 10am on ITV.