British viewers shocked by woman doing breast exam on Breakfast TV
VIEWERS took to Twiter to describe the appearance of a topless woman on ITV as "mental stuff"
Model Sue appeared topless as part of a demonstration to educate women how to examine their breasts for abnormalities that may indicate breast cancer on early morning breakfast show Lorraine, presented by Lorraine Kelly.
Dr Hilary Jones talked the model through the hand movements and pressure application, which she conducted herself, recommending that women spend three minutes examining each breast and armpit each time.
Drawing the examination to a close, Dr Hilary told Sue "You've done very well there" and presenter Lorraine said "That's brilliant Sue, thank you. We really appreciate you doing that for us."
The examination was broadcast as part of the programme's Bin Your Bra campaign, urging the nation to donate old bras to raise money for breast cancer research.
A spokeswoman from pressure group Mediawatch UK, which campaigns for family values in the media, said such broadcasts could be "problematic".
She said: "Whilst there was nothing sexual or lascivious about the examination, this kind of thing can be problematic.
"There probably should have been a warning beforehand, as there may have been young children watching and it might have upset them a bit."
Viewers took to Twitter to express their shock at the nudity, with one user writing: "I know they are talking about breast cancer awareness on Lorraine, but are they actually allowed to have someone half naked on TV at 9am??"
Another wrote: "Boobs on telly at this time. Mental stuff on Lorraine."
One voiced her support for the broadcast, writing "I think Sue was so brave to do that on TV, well done Lorraine & Dr Hilary, great advice! Off to check my boobs!"
A spokeswoman for ITV said the channel had had an "amazingly positive response" to the self examination, and that it was "important to give the best advice and highlight the signs to look out for when examining yourself."
She said: "We've had lots of lovely messages from our viewers thanking the programme for highlighting how to do a full examination - something it seems many women have been unaware and unsure of."
Breast cancer is the most common cancer affecting women worldwide, with one in eight women in the UK expected to be diagnosed with the disease in their lifetimes.