Fifty Shades Of Grey: This Morning 'bondage for beginners' segment gets over 70 complaints

Bondage Fifty shades — Was This Morning's bondage segment too hot for daytime TV? ITV

Scores of This Morning viewers were left unimpressed when they tuned into the daytime ITV show on Wednesday morning (5 February) only to get a dose of bondage.

Ahead of the highly anticipated release of the Fifty Shades Of Grey movie, based on EL James' best-selling erotic novel, hosts Phillip Schofield and Christine Bleakley hosted Bondage For Beginners.

During the raunchy segment, the duo put the hottest sex toys on the high street to the test, with Schofield even trying out a nipple clamp.

They were joined by "sexpert" Annabelle Knight and two scantily clad models who demonstrated how to use crystal body wands, among other things. At one point, Schofield admitted to being "distracted" by the models.

Although This Morning had warned those at home about the feature's sensitive content, Ofcom received more than 70 complaints from viewers who did not appreciate the early morning kinkiness. The outrage even spilled on to Twitter.

When I as young, TV was black & white, & only in the evening. Thanks to ITV now it's 50 Shades of Grey in the morning. #bondageforbeginners
— Tony Parkin (@tonyparkin) February 4, 2015

I was just thinking that what morning tv is lacking is a bondage tutorial, thank god @itvthismorning have it covered #bondageforBeginners
— Kirsten (@MissPunslinger) February 3, 2015

@itvthismorning #BondageForBeginners Why is Christine Bleakley pretending she has no idea what any of the products are? How old is she? 6?
— Kishanda (@KishandaKish) February 3, 2015

But it was not all bad. Some people found it humorous that the presenters were discussing sex toys on daytime TV.

My dad wants to know if he can use this as a tickler? @itvthismorning #BondageForBeginners #ThisMorning pic.twitter.com/Owq0jfZO1n
— Ste Johnston (@stejohnston) February 3, 2015

An ITV spokesman said: "This Morning is a lifestyle programme that covers a diverse range of human interest topics. The programme has dealt with advice on sexual matters many times in the past and a suitable announcement was given at the start."

Fifty Shades Of Grey, which is set for worldwide release on Valentine's Day (14 February), stars Dakota Johnson as submissive Anastasia Steele and Jamie Dornan as her bondage-obsessed playboy billionaire, Christian Grey.