A frequently recurring feature in "This Morning" is the so-called "Spin to win" where viewers can call in to spin a prize wheel.
Usually the prizes consist of money or trips, but on Monday there was another prize to be won - to have one's electricity bill paid for four months.
Like Sweden, Great Britain's electricity prices have skyrocketed.
A viewer who called in, and won the electricity money, described it as a huge relief.
- The prices are killing me, said the viewer before the wheel was spun.
On social media, however, people are not as grateful.
BBC journalist Scott Bryan shared the clip along with the text "This Morning has gone full dystopian".
Another twitter user describes the feature as a sign that the world situation is in decline and writes:
"You know the country is run when a television program offers to pay your electricity bills as a price".
Several users agree and also call the program tone-deaf.
The production itself has not commented.
See the Spin to win feature in the clip above.