Virgin Media responded to the complaint, saying that the audience would have been expecting some innuendo or playful banter due to the nature of the segment.

The BAI rejected the complaint, saying: “The Forum noted the programme is aimed at an adult audience, is broadcast at a time when children are normally at school and is broadcast on a channel aimed at an adult audience.”

“The Forum was of the view the segment was in keeping with the nature and style of this programme, which deals with adult-oriented matters and can take a light-hearted approach to lifestyle items.”