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Piers Morgan dropped from Good Morning Britain over Lottery ad Piers Morgan dropped from Good Morning Britain over Lottery ad
(about 9 hours later)
Piers Morgan was dropped as a guest presenter on ITV’s Good Morning Britain this week because of a conflict of interest, the broadcaster has confirmed.Piers Morgan was dropped as a guest presenter on ITV’s Good Morning Britain this week because of a conflict of interest, the broadcaster has confirmed.
It is understood that the concerns are around Morgan’s “big money” deal to appear in a National Lottery advert.It is understood that the concerns are around Morgan’s “big money” deal to appear in a National Lottery advert.
Morgan, who was fired from CNN last year, was due to appear on the sofa on Monday, Tuesday and Wednesday, but was absent. Wednesday’s programme was instead presented by Susanna Reid and Kate Garraway.Morgan, who was fired from CNN last year, was due to appear on the sofa on Monday, Tuesday and Wednesday, but was absent. Wednesday’s programme was instead presented by Susanna Reid and Kate Garraway.
Morgan and Katie Price have both appeared in the National Lottery’s latest ad campaign, which depicts them winning a large amount of money and using it to fund vanity projects.Morgan and Katie Price have both appeared in the National Lottery’s latest ad campaign, which depicts them winning a large amount of money and using it to fund vanity projects.
But, due to strict rules on conflicts of interest, ITV bosses decided he could not appear on Good Morning Britain this week. The programme is classified as news and current affairs and must not feature presenters who are simultaneously appearing in ad campaigns.But, due to strict rules on conflicts of interest, ITV bosses decided he could not appear on Good Morning Britain this week. The programme is classified as news and current affairs and must not feature presenters who are simultaneously appearing in ad campaigns.
Related: CNN axes Piers Morgan Live after collapse in ratingsRelated: CNN axes Piers Morgan Live after collapse in ratings
An ITV spokesman said: “Due to other commitments, it was mutually decided that Piers would not guest present Good Morning Britain this week. But we hope to have him on again very soon.”An ITV spokesman said: “Due to other commitments, it was mutually decided that Piers would not guest present Good Morning Britain this week. But we hope to have him on again very soon.”
The story first appeared in the Sun, which quotes an ITV insider as saying: “We arranged for [Morgan] to stand in for Ben Shephard for the first three days this week, but then we realised he had accepted a big-money deal from the Lottery.The story first appeared in the Sun, which quotes an ITV insider as saying: “We arranged for [Morgan] to stand in for Ben Shephard for the first three days this week, but then we realised he had accepted a big-money deal from the Lottery.
“If someone is presenting a news programme, they can’t also appear in adverts. Those are the rules.“If someone is presenting a news programme, they can’t also appear in adverts. Those are the rules.
“Relations with Piers are still really amicable. He completely understood our position and we are really keen to get him back on the show in the near future.”“Relations with Piers are still really amicable. He completely understood our position and we are really keen to get him back on the show in the near future.”
Morgan, who joined the programme in April this year, was criticised for laughing when a guest repeatedly swore live on-air before the watershed.Morgan, who joined the programme in April this year, was criticised for laughing when a guest repeatedly swore live on-air before the watershed.
While it acknowledged that there had been a breach of its code, Ofcom decided not to take action because the Good Morning Britain presenters apologised quickly. But Ofcom said it was concerned that Morgan had laughed at the incident.While it acknowledged that there had been a breach of its code, Ofcom decided not to take action because the Good Morning Britain presenters apologised quickly. But Ofcom said it was concerned that Morgan had laughed at the incident.
ITV admitted that the guest was not “specifically warned not to use offensive language”.ITV admitted that the guest was not “specifically warned not to use offensive language”.
The high-profile hiring of Morgan has done little to boost the fortunes of Good Morning Britain, which has attracted fewer viewers than its predecessor Daybreak.The high-profile hiring of Morgan has done little to boost the fortunes of Good Morning Britain, which has attracted fewer viewers than its predecessor Daybreak.
ITV said Good Morning Britain figures have been up year on year for every month this year, and for ITV Breakfast, this is the first time this has happened in 10 years.
Morgan declined to comment.Morgan declined to comment.