GMB'S Richard Madeley moans about trigger warnings
Richard Madeley, the host of Good Morning Britain, expressed his displeasure on Wednesday's episode of the ITV show.
Tesco's potential use of Clubcard data to alert customers about their unhealthy food purchases did not sit well with him.
He vented: "It would drive me nuts! Somebody sent me a bottle of wine as a thank you present recently and the packaging company had put on the package, 'drink sensibly'.
"Get lost! I will drink my present of my wine, at exactly the volume that I want to drink it!"
While guest Kevin Maguire also expressed his dislike for the intrusive nature of the scheme, Susanna Reid seemed indifferent. The ITV presenter suggested to Richard that it could be beneficial, given the nation's increasing obesity and declining health.
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She remarked: "I don't think there's anything wrong if I was buying a whole load of ready meals and Tesco in this case sent me an email saying, 'Did you know you could've made that yourself and you would've saved £4 and it would've been healthier'."
Kevin argued that the proposed scheme was merely a money-making ploy by the company, a sentiment echoed by fellow guest Andrew Pierce.
Richard, still unimpressed, was seething at the constant warnings in everyday life, reports the Mirror.
He exclaimed: "I just can't believe that we've got trigger warnings before the news. We've got trigger warnings when we go to the theatre and now we've got trigger warnings when we shop? I give up."
Susanna Reid bit back at her co-presenter, insisting greater awareness of what's consumed isn't a bad idea.
Although Andrew commented: "They're infantilizing us."
Richard remarked: "I couldn't agree more."
The debate soon spilled over to Twitter where viewers weighed in with their thoughts.
One person wrote: "No what they should do is look after the healthy food so it doesn't go off so quickly and reduce the price so its cheaper to buy and then more people will buy it!"
Another chimed in: "They should make healthier food more affordable! I'm well aware of what I'm buying but I'm restricted by budget. They can use their obscene profit margins to lower the costs."
One viewer commented: "I think most shoppers can make up their own minds when it comes to buying healthier options, and they don't need to be nudged into doing it."
Meanwhile, another commented: "If they want customers to eat healthier, then put the prices down?"
Good Morning Britain continues weekdays on ITV from 6am
