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This Morning viewers have complained watching a horse being milked live on the ITV daytime show last week.
The broadcasting watchdog has revealed that there were objections to the scenes of the show, with the "majority" of the 115 complaints in relation to the episode aired on March 16.
Last week, Holly Willoughby and Phillip Schofield chatted to roving reporter Josie Gibson, who live was at the only "mare's milk" farm in the UK.
Big Brother winner Josie was joined by farmer Frank at Cromwell Farm in Bath, where they produce mare milk.
Frank said he drank a litre a of the milk a day and credits it for helping him recover from a stroke.
He also explained how it's similar to breast milk in terms of its benefits.
Once the abstraction device was secured, the milking expert explained: "There you are you're milking a horse."
A stunned Josie gasped: "Just like that?"
To which Frank responded: "Its easy isn't it?"
After milking the horse herself with the guidance of Frank, reality star Josie got to try some of the milk for herself.
"This is the first time I’ve tried it mind, I tell you what Frank that is gorgeous," she said.
"It's a bit like sweet coconut milk. It hasn’t got a smell, it this has been pasteurised though."
Phillip, 58, and Holly, 39, watched from the studio and Phil was keen to try some of the horse milk.
"It has got an odd smell," he said
Holly quippled: "It smells of horse."
Phillip replied: "No, it sort of smells like salmon. It’s like fishy horse."
He eventually gave it a try and his face said it all before adding: "I don't like that."
"It is kind of coconutty but it is quite watery. It’s got a bit of an odd feel to it, a bit of a strange taste to it.
"It’s got a bit of an after taste."
Viewers couldn't believe what they had witnessed and took to Twitter to express their feelings.
While some found the stint hilarious, others fumed as they became concerned for the welfare of the animal.
One fan penned: "Why are human beings now milking horses.. ffs. There isn't any reason at all to ever do this?"
Another wrote: "@thismorning Why are you promoting this without condemning it?. #ThisMorning."
While a third gasped: "Every time I see @Josiestweet on @thismorning I can't get Bridget Jones out of my head but watching her milk a horse and drink is the equivalent of jumping the shark.. If I hadn't seen it with my own eyes., In fact am I having a stroke and hallucinating? #ThisMorning."
This Morning airs weekdays on ITV at 10am
- This Morning
- Ofcom
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