Cat Deeley, 48, slammed for insulting ITV This Morning viewers with ‘poor taste’ remark in chaotic segment: ‘Boils my blood!’
Cat Deeley has found herself on the receiving end of some rather disgruntled comments after describing a handful of ITV viewers as “schmucks”.
The 48-year-old presents the channel’s flagship daytime show, This Morning, alongside Ben Shephard, 50, and it was during Tuesday’s episode of the programme that the incident occurred.
Shephard and Deeley were introducing viewers at home to the show’s competition segment, titled Spin to Win, in which budding participants have to answer their phones with the day’s “pass phrase” in order to take part.
However, when a number of competition entrants failed to deliver the “pass phrase”, both Shephard and Deeley were unimpressed.
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“I hope you’re ready and waiting because it’s time to play Spin to Win,” Shephard said as he kicked off the segment.
“The sun is shining to get us in the mood for summer so today we’ve added special prizes onto the wheel of dreams.”
“Yes, as well as cash, you could win a year of epic days out,” Deeley weighed in before they provided a “quick reminder” of the game’s rules that required selected players to say the chosen “pass phrase” upon answering their phone before six rings are heard.
“Don’t say, ‘Hi’, don’t say, ‘Hello’, none of that nonsense,” Shephard remarked, and soon after, a dial tone filled the studio.
The first caller, Clive, answered with “hello”, which prompted Shepherd to feign anger as he began shouting down the camera lens: “No! We just said don’t, Clive!
“Don’t say hello! Don’t say hi! Use the pass phrase! Tell him, Deeley,” he yelled, to which Deeley replied: “I have never seen this side of Ben Shepherd before, but I’ve got to say, I like it.”
“I’m sorry, Clive. I’m not angry, I’m just disappointed,” Shephard calmly added before they tried to call another entry – this time, Carol.
But Carol followed in Clive’s footsteps and also answered with “hello”, again resulting in anguish from both Deeley and Shephard.
Third caller Candice also failed to provide the “pass phrase”, leading Shephard to quip: “Clive, Carol and now Candice! You are use-leese!”
Deeley went one step further and opted for the name-calling route, branding the previous guests “a trio of schmucks”.
“I’m glad you said that,” Shephard remarked as he sniggered at Deeley’s personal insult.
After two more attempts at finding a participant, Deeley and Shephard decided they’d simply roll today’s prize over to tomorrow’s game.
@thismorning Calling people names because they don’t answer with the pass phrase …ah lads! Very poor taste.
— Helen Walsh/ The Coach 💙💛 (@helenbwalsh) April 1, 2025
While Shephard and Deeley swiftly moved on, viewers tuned in at home were less than impressed with the pair’s conduct towards the viewing public, taking particular issue with Deeley’s “schmuck” remark.
“Nice to be called a shmuck Cat you are delightful..#thismorning,” one person sarcastically typed on X, before a second pointed out: “Funny thing, people will put the phone down when you call them shmucks Cat…#ThisMorning.”
“Cat calling viewers ‘shmucks’ #thismorning,” a third echoed on the social media platform followed by a “WTF” gif.
Meanwhile, a fourth hit out: “@thismorning Calling people names because they don’t answer with the pass phrase …ah lads! Very poor taste.”
And a fifth was similarly fuming: “The thing that boils my blood about that one is the callous way they hang up on people who don’t say the passphrase then make fun of them for being a loser.
“Like, even if I entered I’d still be weird about answering a private number with a stupid phrase.”
A sixth concurred: “Cat really is in no position to call viewers Schmucks #ThisMorning.”
However, there were some who saw the lighter side of the chaotic interactions, with one wading into the outrage by saying: “#ThisMorning This is brilliant! Five out of five failures, and Deeley calls all their viewers ‘schmucks’.” (sic)
