More than 70 complaints made to Ofcom about This Morning Fifty Shades 'Bondage for Beginners' segment

Other viewers found Phillip Schofield presenting 'Bondage for Beginners' an entertaining way to begin the day

This Morning does 'Bondage For Beginners' (Rex Features)

This Morning has covered many weird and wonderful topics, but yesterday’s segment ‘Bondage For Beginner’s was a first.

The Fifty Shades of Grey themed item saw Phillip Schofield try out a nipple clamp as he and Christine Bleakley hosted a special feature ahead of the release of EL James’ film adaptation.

The segment began with Schofield promising viewers “we’re going to put the hottest sex toys from the high street to the ultimate test”, after warning those at home about the feature's sensitive content.

Ofcom has received more than 70 complaints about the footage, which saw ‘sexpert’ Annabelle Knight talk through a range of S&M products from feather spankers to crystal body wands, as two scantily clad models demonstrated them in a bed in the studio.

Three “ladies of leather” from around the country were then invited to give their verdicts on the products from their sofas.

Schofield admitted to being “distracted” by the models, but not everyone at home found This Morning’s attempt to “graduate up the scale of bondage” as enjoyable at 10am.

The segment is This Morning's second questionable item in a month following the daytime show's testing of vagina facials two weeks ago.

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.”