Viewers of ITV's This Morning reacted with anger after a brief on-air demonstration about how to load a dishwasher, calling the segment "patronising" and a "waste of five minutes." The item aired during Wednesday's programme, which was presented by Ben Shephard and Cat Deeley and featured journalist Tom Swarbrick and politician Sayeeda Warsi as guests.
Discussion on the show had turned to the division of domestic labour, with Shephard, 50, admitting that loading the dishwasher frequently causes arguments in his household. Warsi described a contrast between her husband's meticulous, scientific approach and her own "creative and artistic" method, and the programme then ran a five-minute explainer on the correct way to load a dishwasher.
The short demonstration included technical notes, telling viewers that water temperature is hotter on the bottom half of a dishwasher and that jets are less powerful on the sides than in the middle. Swarbrick expressed visible disdain on air, saying, "I'm out, it's just so boring and mundane." Cat Deeley attempted to move the conversation on, quipping, "Let's discuss something incredibly important," to which Swarbrick replied with irony.
Social media reactions were swift and largely critical. Comments shared by viewers ranged from incredulity—"How to load the dishwasher, really?" and "Am I really being told how to load a dishwasher?"—to harsher assessments such as "Patronising bulls***" and "Here's five minutes you'll never get back." Some viewers suggested the segment belied a decline in the show's standards, while others mocked the idea of demonstrating basic household tasks on a national programme.
The backlash followed another segment earlier in the week that also drew attention. On Monday's show, a guest who said she identifies as a vampire joined via video link from Rhode Island and explained that she does not drink blood but instead "feeds on" human energy. The guest, who said she had embraced the identity in 2022 after previously approaching it as cosplay, told hosts she did not consume blood and attributed her energetic demeanour to drawing on others' energy.
This Morning airs weekdays from 10 a.m. on ITV1 and is available to stream on ITVX. The programme regularly mixes interviews, lifestyle items and demonstrations, and segments such as Wednesday's dishwasher explainer have prompted renewed debate about what viewers expect from daytime television and how shows balance practical advice with broader features.