ITV could be disciplined after communications watchdog Ofcom launched an investigation into This Morning's Fifty Shades Of Grey-inspired report on "bondage for beginners".
The show, presented by Phillip Schofield and Christine Bleakley, featured an interview with a "sex expert" about a range of sex toys including an eye mask, a leash and collar and a bodywand.
The show's website explained it also "cast a team of three viewers: our ladies of leather, who have spent this weekend trying out all nine products and who have sent us their ratings out of 10".
A spokesman for Ofcom said it had received 120 complaints about the issue.
He said: "Ofcom has opened an investigation into whether an item about 'bondage for beginners' was suitable for broadcast before the watershed."
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