This Morning's latest segment has left viewers gobsmacked and quite unimpressed, with Ben Shephard and Cat Deeley announcing a couple would be testing female viagra live on the show. They introduced the segment as Cat mentioned: "It's estimated that seven in 10 women have experienced low libido, and some over-the-counter supplements dubbed 'the female Viagra' claim to boost a woman's sex drive in just half an hour.".

The hosts shared plans to chat with two women who've sampled these libido-boosting gummies beforehand but stirred controversy by having one couple test the remedy during the broadcast. This pair, together for 16 years, was set to pop the supplement at the start of the programme, then slip away to a hotel, and finally spill the beans towards the end of the programme on whether it had any effect. Despite ITV's bold move, some watchers slammed the decision, questioning why the experiment couldn't have been done before going live, reports the Manchester Evening News.

One viewer expressed disbelief, commenting: "Could they not have got the couple to try the viagra before they appeared on the show?". Others queried the appropriateness of such a feature for morning telly, one comment read: "Why would you want to do this on live TV?" While another fumed: "This is an abysmal segment for 10 in the morning #ThisMorning.". Another viewer was so appalled they resorted to lodging a complaint, tweeting: "I have just complained, who is their target audience, appalling." One fan expressed their disappointment, saying: "Jeez..you've actually stooped to a lowest low.. #ThisMorning.".

Someone else chimed in with: "Apparently it takes me 20 Minutes to 'warm up', please This Morning..be a bit more classy!". When asked if they were comfortable testing the supplements on air, Carron responded enthusiastically: "Yeah fine, looking forward to it!". Dr Zoe highlighted that it's not uncommon for women to experience a decrease in libido, explaining: "For men, it can be instant, seconds. For women, it takes about 20 minutes, usually, for women to be ready for sex.".

She added: "Anything that interrupts that process, stress, an argument, if you're a little bit annoyed with your partner from something earlier in the day, it's really difficult.". After the interview, the pair were whisked away to their hotel, only to return at the end of the show to share their experiences. Interestingly, this isn't the first time This Morning has experimented with libido-boosting supplements.

Back in the late 90s, former hosts Richard Madeley and Judy Finnigan invited couples to test Viagra on the show. Reflecting on this during a Channel 5 documentary about their TV careers, Judy admitted: "Looking back now, yes I'm sure it was incredibly crude but at the same time it felt very energetic and very vibrant.". Giving the inside scoop on how the trial unfolded, Judy shared: "There was a producer prowling up and down the corridor outside their rooms in the hotel with walkie-talkies. It's just absolutely, looking back now it's awful!".