This Morning sparks explosive sexism row as Tom Daley strips down to tiny knitted trunks to present the weather - with livid viewers raging 'they'd never ask a woman to do this!'
Viewers of the daytime chat show were livid, arguing that the stunt would be deemed sexist and inappropriate were the roles to be reversed.
Before his weather debut, the retired Olympic diving champion was discussing swimming safety with hosts Alison Hammond, 50, and Dermot O'Leary, 52.
He shocked fans with the statistic that one in four drownings occurs because of alcohol and, when the temperature is over 20C, this risk is multiplied by five.
This led the father-of-two onto his newly designed heat-sensitive swimming trunks - made in collaboration with Malibu - that change colour when the temperature is above 20C.
Since his weekly schedule no longer involves six intense training sessions, the 30-year-old has turned to knitting and crocheting as a pastime.
He practices his quaint hobby in the hours between 'dropping the kids off at school' and fetching them again.
As Britain's most decorated diver, it came as no surprise when Tom said of his sport: 'I really miss it. I knew there was going to be a time where I had to hang up my trunks.'
But that time, it seems, has not yet arrived. Tom explained to Alison and Dermot how he has always dreamt of presenting the weather.
In a preview of what was to come, Alison asked: 'Are you going to present the weather in your trunks?' to which Tom quipped slyly: 'Maybe. Maybe not.'
The gears changed when Tom stripped down to a pair of tiny knitted trunks during his weather segment - with the words 'Don't Drink And Dive' splayed across his bottom.
Ogle-eyed audience members were spotted in the background getting a glimpse of Tom in his 'tight-knit' swim gear.
But while many have taken the impromptu moment as a light joke, others have questioned the 'hypocrisy' of such a move.
One furious viewer wrote: 'Tom Daley in his trunks on national telly. This would be acceptable for a woman to be so scantily clad, would it? Such hypocrisy'
Another chimed in 'So we have to have a bikini-clad girl tomorrow for parity.' while a third goaded: 'Now, do the same thing with a woman.'
Others slammed the segment as 'uncomfortable'. With one person writing: 'Would you do this if it was a female? Very uncomfortable viewing.'
Viewers of the daytime chat show were livid, arguing that the stunt would be deemed sexist and inappropriate were the roles to be reversed
'They wouldn't ask a female guest to be performing in a swimming costume,' said another disgruntled watcher.
Swathes of viewers all said the same thing, with another writing: 'They would never ask a woman to do this.'
Others felt the prank was 'cheap'. One said: 'Why are we being subjected to this? Did we do something wrong?' and a similar comment read: 'This is cringe'.
'What has happened to This Morning?' asked one fan, before adding: 'Scraping the barrel and being cheapened.'
But Tom in knitted trunks has kept ITV hosts entertained, at least.
In a later segment on outdoor summer toys, and with a paddling pool set up in the studio, Dermot said of Tom's trunks: 'I'll take a pair of those!'
Meanwhile, Loose Women panellist Kaye Adams cheekily told Dermot: 'I'd love to see you in some of those knitted trunks'.
The controversy comes as host Alison was left in horror after Ashley James showed off her head lice in the middle of Thursday's instalment of the ITV show.
But while many have taken the impromptu moment as a light joke, others took to social media to question the 'hypocrisy' of such a move
Ashley, 38, appeared on the programme alongside Nick Ferrari, 66, to chat to the hosts about the latest newsworthy headlines.
Alison asked: 'Would you admit to having nits? That's what somebody around this table did... Who is it? Is it you Ashley?'
Ashley replied: 'That's why I'm sat by myself. I was banned from the hair and make-up room today! I'm not allowed anywhere near.'
A shocked Dermot asked: 'You don't still have them do you?' and Ashley replied: 'No!'
Alison and Dermot pulled a funny face and moved their chairs further away from their co-star, who was across the table.
Ashley continued: 'But I had them on Sunday. Guys I've done three treatments!'
Alison told her: 'We believe that you're alright... When you showed that nit, the insect on your social, that was the moment Alison Hammond turned off her camera, I actually saw it and it made me gag.'
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