This Morning has come under fire once more for its competition format - and this time, it's a £2 entry that's causing a stir.
The presenter appeared in a supermarket paying for customers' shopping when he got chatting with a man working at a food bank, who explained how tough the cost of living crisis had been.
"[Things are] really bad at the moment you know...people are really struggling," the man responded.
Ironically, the host then followed up with a competition to win £10,000 - but you have to pay £2 to enter.
Click here to sign up for our newsletters.