THIS Morning viewers have vowed to report the show to Ofcom after it aired a segment on sex toys ahead of Valentine's Day, hosted by Alison Hammond and Dermot O'Leary.

The presenters welcomed a sex expert onto the ITV lunctime programme today who told viewers the devices "will rock your world."

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This Morning issued a warning to "not allow kids to watch" before the cameras panned to sex toy "newbies" Dermot and Alison, who stood in the studio next to Roman columns.

Dermot picked up one pink adult toy and their guest explained what the item was used for, adding: "It's gone viral."

Kicking off the demo, Alison asked: "So how does it work then?"

After detailing the benefits of using the "mind blowing" sex toy to Alison, the expert said: "And what's lovely about it is it just looks like an ornament, like a lovely rose."

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Rather awkwardly, Dermot admitted "it's cute" and their guest continued: "It's unintimidating, of course.

"But it it comes in and out very, very fast."

Viewers shared their outrage over the raunchy segment being on TV before the 9pm watershed.

One said: "oh god…..i mean i'm not a prude but f*****g hell….."

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Others tagged Ofcom on X, formerly Twitter, and one said: "Just sat down to my lunch, and you broadcast this filth ! What happened to the 9 0 clock watershed."

Another moaned: "Seriously @thismorning @Ofcom Sitting in my daughter's house watching daytime tv about sex toys? This topic is by choice. I didn't have a choice today, it was presented in a normal daytime tv show?"

One more said: "FFS I don’t want to hear about sex toys and what Lizzie Cundy has been doing with them whilst I’m eating my lunch and I’m sure any mums with young kids at home don’t need this either. Totally inappropriate for this time of day.."

TalkTV presenter Lizzie Cundy was brought in to share her experience with one toy.

Handing over to Lizzie, Alison said: "Lizzie Cundy has tried this one, Lizzie?"

"That one even has lights flashing," the former Wag replied.

"It's like having your own disco down there it's a lovely feeling."

Alison said: "It goes off like a rocket? Ok."

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Earlier the show was thrown into chaos today as the live programme came off air for over ten minutes.

Alison and Dermot have been hosting the show together all week.

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