This Morning airs bare breasts in cancer awareness segment that some viewers brand 'early morning porn'

Not everyone was convinced by the daytime TV show's bid to minimise risks

This Morning aired a segment teaching people how to perform breast checks (ITV)

It may be hugely important for detecting cancer early, but not all viewers were impressed by This Morning’s bare breast examination segment yesterday.

Dr Chris Steele was invited onto Thursday’s show to teach both men and women how best to perform crucial checks that could save their lives.

Surely that could only be a good thing, right? Presenter Philip Schofield warned that there would be nudity before it aired, but people still took to Twitter to accuse the show of doing “literally anything to get viewers”.

Others questioned the decision to use a male rather than a female doctor, while some merely celebrated the fact that a topless woman was on television at 11am.

Fortunately, many viewers understood and approved the section, praising This Morning for drawing attention to such a key topic that could make a real difference.

“The thing that makes me most proud about This Morning are the moments when you feel like you’ve genuinely made a difference,” Schofield said later.

“The breast cancer awareness section of the show was exactly what This Morning does best.”

ITV responded to criticism by reminding viewers that the breast cancer check item was “a topic This Morning has featured several times on the show before”.

“The aim of all health check items is to inform and share important life saving techniques with our viewers,” a spokesperson said. “Warnings were given prior to the item for those that did not want to watch.”

Ofcom and ITV are yet to receive any official complaints.

This is not the first time that This Morning has been accused of impropriety. Last month Ofcom cleared a segment about bondage, broadcast in connection with the release of Fifty Shades of Grey in February, after 120 viewers complained.

Past reports have also included vagina facials, smear tests for cervical cancer, rectal examinations for prostate cancer, vasectomies and even a couple drinking their own pee to advocate supposed health benefits.