This Morning has come under fire from viewers for what has been labelled a "desperate" grab for views following Isla Traquair's live report from Tenerife as part of the search for missing teenager, Jay Slater.
The popular ITV programme, fronted by Dermot O'Leary and Alison Hammond, was previously criticised earlier this week when Isla aimed to give audiences deeper insight into Jay's disappearance. In a sensationalised piece, she demonstrated how Jay might have accidentally wandered into the mountains after a night out, attempting to retrace his last known steps.
Yet, despite prior criticism for the questionable segment, the show featured Isla once again on Fridays episode (June 28), continuing her efforts to piece together the puzzling clues.
This time around, she also interviewed Brad, one of Jay's friends who accompanied him on the holiday.
Brad shared his recollections with Isla, specifically recalling a concerning phone call during which he perceived the sound of Jay's "feet sliding down the hill" as a sign that his friend had strayed from the road, characterised by the noise of moving gravel and stones.
However, the show's direction did not sit well with its audience. Disturbed fans took to X to express their further grievances, reports the Mirror.
One viewer criticized the programme: "Desperate for viewing figures."
While another slammed the hypocrisy: "Not #ThisMorning talking to Jay Slaters mates after telling people to stop speculating and talking about the case. B***dy hypocrites."
One viewer queried: "What is the point of her being in Tenerife? Anyone?"
Another fan, referencing the ITV show's warning for social media users to refrain from interfering with the police investigation, noted: "Isla going to look for this lad after telling people on social media to keep out of it."
Earlier in the week, Isla joined presenters Cat Deeley and Ben Shephard on the sofa to discuss Jay's case. She stated: "I am a crime journalist and I started when I was 16. My goodness the way things are covered has changed a lot. The Nicola Bulley case, I have never seen anything like it.
"There were TikTokers on the location of possibly a crime scene. There were people videoing when her body was found. We are seeing that now and it is exactly what's happening with this story.
"TikTokers going out looking for him, while you might go that's wonderful for people to volunteer but the police are saying, 'Please don't.'" However, viewers were shocked that Isla was allowed to travel to Spain to conduct her own investigation.
