Having your energy bills paid is now a prize on a TV competition

We’ve officially hit the stage of the cost of living crisis where payment of energy bills is being offered as a competition prize on daytime TV show This Morning.

The Wheel of Fortune-style competition has sparked quite the reaction on social media. One person tweeted: “This Morning having ‘energy bills’ as a prize on their Spin To Win is the most dystopian and sad reflection on society right now… How did we get to this point? Madness.”

Typical energy bills could soar above £3,500 from October, when the price cap is raised again. So, logically, having your energy bills paid could actually be worth a lot more than the £1,000 top prize on offer.

• Here’s how much money people actually need to live on during the cost of living crisis
• What should the new prime minister do in their first 100 days to address the cost of living crisis?

Twitter users were quick to call out the show for being “tone deaf” while people face bleak struggles to heat their house and feed their families. There have been warnings that people will die this winter without urgent action from the government to tackle huge bills.

Presenters Phillip Schofield and Holly Willoughby stood by a shiny, golden wheel as colourful lights flashed in the studio. A year ago, the competition prize would have been a holiday.

TV critic Scott Bryan called out the programme for turning the cost of living crisis into trivial fun. He tweeted: “It feels completely out of touch and dystopian for ‘energy bills’ to be paid as a lighthearted game show feature,” adding: “Honestly I’ve never seen anything so tone deaf in my life.”

Another viewer posted: “You can now win energy bills to be paid???? WTAF!!! @thismorning what am I watching! What kind of nation have we become [where] you can WIN your energy bills being paid!”

The “lucky viewer” spoke candidly about his prepayment meter – which he said is “absolute murder” for his finances. Schofield and Willoughby said that he would get his energy bills paid for four months if it landed on that prize, but whatever happened he would win “some money”. 

Lights flashed in neon colours as the wheel spun round and – bingo – it landed on energy bills. Cheering erupted in the studio as the caller thanked them and said it was a “relief”. 

A tweeter added: “If this doesn’t perfectly showcase what a dire state this country is in. TV shows like #ThisMorning are now having to help us pay energy bills. That’s what 12 years of Tories has given us.”