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This Morning fans raged 'how low does it get?!' as a couple romped in the middle of Thursday's show to test drive a pill dubbed 'female Viagra'.
The daytime show saw couple Karen and Ray volunteer to test the tablet by sneaking off to a hotel during the broadcast to explore its effects.
Karen told show hosts Cat Deeley and Ben Shepard she was 'looking forward' to the experience and promptly left after swallowing her tablet.
And while Cat and Ben appeared delighted by the couple's enthusiasm to give their sex lives a boost, viewers of the show were not impressed.
Flocking to social media, one penned: 'What the bloody hell am I watching?
'They will have guests having sex on air the way this show is going.'
This Morning fans raged 'how low does it get?!' as a couple romped in middle of Thursday's show to test drive 'female viagra'
The daytime show saw couple Karen and Ray volunteer to test the pill by sneaking off to a hotel mid-air to test its effects
'This is an abysmal segment for 10 in the morning'
'How low does this show get?'
When announcing what the segment was focusing on, Ben pointed out to the couple that 'you are doing this on live television,' to which Ray replied: 'Just the tablets!'
Ben then checked they were both comfortable with going off to the hotel and reporting back.
He also asked if they had any concerns or questions, but the couple explained they were both fine with the show's risky experiment.
Karen took the tablet while Cat asked resident doctor Zoe Williams what was in the pill.
The doctor explained: 'There are two supplements that some studies support the notion that they can help with libido, one is called maca root which is a Peruvian root, and the other is fenugreek, which raises testosterone levels'.
Karen and Ray then left as Ben confirmed that they would have two hours to try out the new tablet and return back to the studio to give their verdict.
Karen told show hosts Cat Deeley and Ben Shepard that she was 'looking forward' to the experience and left after swallowing her tablet
In recent years reports have shown that the 'little blue pill' is now becoming increasingly popular with younger individuals in their twenties and thirties.
A 2020 survey of 5,000 people carried out for Upjohn, the maker of Viagra Connect, the over-the-counter version of the drug, showed that 18 per cent of 18-24-year-old men had erection difficulties.
And the ease of getting the drug without a prescription seems to be fueling its popularity with a younger audience.
According to figures from pharmaceutical company Viatris seen by The Independent this week, more than 60 percent of Britons using it are between 25-54 years old.
The publication added that Viagra Connect sold more than seven million tablets in the UK from May 2020 to May 2021.
An online pharmacist also told the outlet: 'Of our erectile dysfunction custom base, nine per cent are in their twenties and 21 per cent are in their thirties.'
Reports in recent years have seen professionals say they have seen individuals as young as 16 express interest in the drug and women are also coming forward looking for help to boost their sex drive too.
This Morning airs weekdays on ITV1 from 10am and is available to stream on ITVX.
