GMB star Richard Madeley outraged over 'trigger warning' as he fumes 'I give up'

Richard Madeley, the host of Good Morning Britain, expressed his displeasure during 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!"

Kevin Maguire, their guest, also expressed his dislike for the intrusive nature of the scheme, while Susanna Reid seemed indifferent.

The ITV presenter suggested to Richard that it could be a beneficial initiative, 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 informed Susanna that this proposed plan was merely a money-making scheme by the company, a sentiment echoed by their other guest, Andrew Pierce.

Richard, still unimpressed, highlighted the constant warnings people are subjected to in everyday life, reports the Mirror.

He declared: "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 strengthened her argument by saying better education on what people are consuming can never be a disadvantage.

However, Andrew wasn't impressed with this view and insisted: "They're infantilising us."

Richard replied: "I couldn't agree more."

Opinions quickly flooded Twitter as viewers expressed their views on the debate.

One user felt strongly about food management as they tweeted: "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 commented: "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."

Someone else said: "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."

Another questioned pricing strategies as they wrote: "If they want customers to eat healthier, then put the prices down?"

Good Morning continues weekdays on ITV from 6am.