Viewers of This Morning were left shocked during Thursday’s broadcast when the ITV show aired a segment featuring an invasive “vaginal anti-ageing” procedure. 

Hosted by Cat Deeley, 48, the controversial segment demonstrated a 60-minute treatment aimed at rejuvenating the vaginal area, leaving audiences both intrigued and uneasy.

A Bold Step in Daytime Television

The episode introduced a brave volunteer who underwent the Morpheus8V procedure live on air.

With a towel modestly covering her, she reclined on a chair as Cat Deeley and resident medical expert Dr. Zoe Williams listened to a professional explain the intricacies of the treatment.

Morpheus8V is a non-invasive procedure designed to enhance both the appearance and function of the vaginal area.

Combining microneedling with radiofrequency (RF) technology, the treatment stimulates collagen production and improves elasticity.

According to Spa26, the procedure promises significant results in rejuvenation, making it a sought-after option for those seeking such enhancements.

While the segment was intended to shed light on advancements in aesthetic treatments, it sparked widespread debate.

Viewer Reactions

As the segment aired, viewers quickly took to social media platform X (formerly Twitter) to voice their opinions. The reactions ranged from disbelief to discomfort, with one user commenting, “Just turned on #ThisMorning—WHAT am I watching?” Others echoed the sentiment, adding, “Oh my word #ThisMorning” and “Whatever next?”

The segment concluded with the camera cutting back to co-host Ben Shephard, 50, who appeared visibly awkward as he sat alone at the main desk before the show went to a commercial break.

The segment wasn’t the only surprise during Thursday’s broadcast. Earlier in the episode, the show faced logistical challenges when producers unexpectedly moved the popular Spin to Win game segment to an earlier time slot.

Typically aired closer to midday, the feature caught participants off guard as it aired before 11 a.m., resulting in a string of missed calls from hopeful contestants.

Presenters Cat Deeley and Ben Shephard made multiple attempts to reach entrants, but many failed to answer or provide the required passphrase.

After several unsuccessful calls, Ben remarked, “It’s because we’ve changed the time; they aren’t expecting our call.”

Despite their efforts, the duo was left with no eligible contestants, prompting a rare “rollover” announcement.

Cat explained that Friday’s contestant would have the opportunity to win double the usual prizes, a silver lining to the morning’s unexpected mishaps.

A Shift in Direction for This Morning

Thursday’s episode marked another chapter in the evolving presentation of This Morning. Since taking over hosting duties from Phillip Schofield and Holly Willoughby, Cat Deeley and Ben Shephard have brought their unique style to the long-running program.

While their tenure has been largely well-received, segments like the vaginal anti-ageing demonstration reveal the challenges of balancing innovation with viewer expectations.

Breaking Boundaries or Crossing Lines?

The decision to air a live demonstration of the Morpheus8V procedure highlights the show’s willingness to tackle unconventional topics. While some applauded the segment for normalizing conversations about women’s health and aesthetic treatments, others criticized it as inappropriate for daytime television.

Medical expert Dr. Zoe Williams provided insightful commentary during the segment, emphasizing the scientific benefits of the treatment and its non-invasive nature. However, this did little to quell the mixed reactions from the audience.

Viewer Opinions

Social media lit up with discussions about the appropriateness of the segment. While some viewers expressed discomfort, others defended the decision, citing the importance of educating the public about advancements in medical aesthetics.

One user remarked, “It’s bold, but it’s also informative. Women should feel empowered to explore options like this.”

Looking Ahead

As This Morning continues to push boundaries, Thursday’s episode serves as a reminder of the fine line between innovation and controversy in daytime television.

While segments like the Morpheus8V demonstration can spark meaningful conversations, they also underscore the risks of presenting sensitive topics to a diverse audience.

For Cat Deeley and Ben Shephard, the challenges of navigating such moments are part of their journey as hosts.

Despite the hiccups, their professionalism and humor continue to resonate with viewers, ensuring that This Morning remains a staple of British television.

As for Friday’s Spin to Win, audiences will be tuning in with anticipation, hoping for a smoother—and perhaps less controversial—broadcast.