The Ofcom complaints made about an incident involving Piers Morgan on Good Morning Britain this week – which led to accusations of racism from many viewers – have tripled in the space of 24 hours.
The presenter sparked a huge backlash after he made noises live on air during Monday’s broadcast, in what was apparently an imitation of a Chinese advert featuring the Queen’s grandson, Peter Phillips.
He then requested the ad be played again, after which he declared: “Ching chang cho jo”, again trying to repeat what was said in the advert.
The following day, a representative for Ofcom told HuffPost UK that they’d received 297 complaints about Piers’ behaviour, a number which has since almost tripled.
On Thursday, Digital Spy reported that 841 viewers had now complained to the media regulator, who will assess the complaints before deciding whether to take the matter any further and potentially launch an investigation.
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During the episode, Piers’ co-host Susanna Reid told him that “taking the mickey out of foreign languages is rather 1970s”, to which he loudly hit back: “Surely you can take the mickey out of it! He’s using ‘ching chang chong’ milk from the Chinese state – that’s what they said in the advert!
“I can’t repeat what they’re saying in the advert… I’m trying to mimic the wording of that advertisement.”
Piers made no mention of the matter during Tuesday or Wednesday’s Good Morning Britain, having previously insisted on Twitter that he wasn’t “mocking Chinese people”, but was instead mocking a ““a member of the British royal family appearing in an advert for Chinese state milk”.
Representatives for ITV did not respond after HuffPost UK contacted them for comment.
Good Morning Britain airs every weekday from 6am on ITV.
April 2014: Things Get Off To A Shaky Start
May 2015: The First Awkward Interview
June 2014: 'Axe' Rumours Begin
June 2014: Bill Turnbull Urges Susanna To Ignore Critics
August 2014: The Ice Bucket Challenge
April 2015: Piers Makes His Debut
April 2015: Susanna Grills Protein World Boss After Tube Ad Controversy
November 2015: Piers Is Back 'By Unpopular Demand'
March 2016: Jeremy Kyle's Guest Stint Fails To Impress
July 2016: Some Viewers Are Totally Sick Of Piers
August 2016: Richard Arnold Does A Holly And Phil
November 2016: Susanna Takes Her Life In Her Hands
December 2016: Honey G's Not-So-Great Performance
January 2017: Ewan McGregor-gate
March 2017: An Odd Feud Over Carol Kirkwood
March 2017: Ben Shephard And Susanna's Disastrous Dancing
April 2017: Eamonn Holmes Returns To Breakfast TV
May 2017: Laura Tobin's Pregnancy Announcement
This article originally appeared on HuffPost.