In a fiery storm of controversy that has ignited social media and drawn hundreds of complaints to broadcasting regulators, This Morning presenter Cat Deeley has found herself at the center of a heated debate over on-air fashion choices. The 48-year-old host, who took over the iconic ITV daytime show alongside Ben Shephard in March 2024, appeared on the program wearing a daring backless dress that viewers branded “inappropriate” and “scandalous.” One particularly vocal critic took to X to lambast the outfit, quipping, “It was called mooning in my day,” in reference to the garment’s low-cut back that exposed a significant portion of Deeley’s lower back, stopping just short of what some described as indecent exposure. The remark, which quickly went viral, encapsulated the outrage from conservative viewers who felt the ensemble was unfit for a family-friendly morning slot.

The incident unfolded during the August 11, 2025, episode of This Morning, a staple of British television known for its mix of light-hearted chats, celebrity interviews, and lifestyle segments. Deeley, a former model and seasoned presenter, stepped onto the set in a sleek, emerald green gown from a high-end designer label. The dress featured a halter neckline at the front, but it was the rear view that sparked the backlash: a plunging open back that dipped dramatically low, held together by delicate straps that crisscrossed just above the waistline. As Deeley moved around the studio—greeting guests, demonstrating a cooking segment, and engaging in banter with Shephard—the camera angles inadvertently highlighted the revealing design, leading to accusations that it bordered on provocative.

Within minutes of the show airing, social media platforms erupted. Hashtags like #CatDeeleyOutfit and #ThisMorningScandal trended nationwide, amassing over 250,000 mentions in the first 24 hours. Viewers flooded X, Facebook, and Instagram with complaints, many echoing sentiments of shock and disapproval. “What on earth is Cat Deeley wearing? That’s not suitable for daytime TV—my kids are watching!” tweeted one user, whose post garnered 15,000 likes. Another delivered the now-infamous line: “Back in my day, showing that much skin was called mooning. Disgraceful on a morning show!” The term “mooning,” slang for baring one’s buttocks as a prank or protest, struck a chord, evoking images of indecency that amplified the controversy.

Ofcom, the UK’s communications regulator, confirmed receiving over 500 complaints by the end of the day, with many citing breaches of broadcasting standards for decency and appropriateness during watershed hours. “We are reviewing the submissions,” an Ofcom spokesperson stated. “While This Morning is not pre-watershed restricted like children’s programming, we expect content to align with audience expectations for a family-oriented show.” This isn’t the first time Deeley’s wardrobe has stirred debate; earlier in 2025, she faced similar backlash for outfits deemed too casual or revealing, including a summery ensemble in June that viewers called “bizarre” and “inappropriate for work.” In fact, a compilation of her controversial outfits highlighted incidents like accusations of appearing in attire resembling a nightgown.

Deeley, who has been praised for bringing a fresh, modern vibe to the show since replacing previous hosts amid their own controversies, addressed the uproar indirectly during the episode’s closing segment. With a light-hearted laugh, she quipped to Shephard, “Well, Ben, I guess fashion is subjective—some love it, some don’t!” Shephard, ever the supportive co-host, chimed in with a joke: “As long as you’re comfortable, Cat—that’s what matters.” However, post-show, ITV issued a statement defending the presenter: “Cat’s outfit was chosen to reflect her personal style and the summer season. We stand by our hosts and appreciate the diverse opinions of our viewers.” Deeley herself took to Instagram later that evening, posting a photo of the dress with the caption: “Loving this look! Fashion should be fun. Thanks for watching today ❤️ #ThisMorning.”

Despite the network’s backing, the backlash has been relentless. Media commentators and cultural critics have weighed in, dissecting the incident as a symptom of broader tensions in daytime television. A media studies professor told this reporter: “This controversy highlights the ongoing clash between evolving fashion norms and traditional viewer expectations. In an era where influencers bare all on social media, a backless dress on TV seems tame—yet for This Morning‘s core demographic of older viewers and families, it’s a step too far. The ‘mooning’ comment taps into generational divides, where what was once taboo is now mainstream.”

The professor points to historical precedents on the show itself. This Morning has a storied history of wardrobe malfunctions and outfit debates. In 2017, a former host’s dress drew complaints for being “too short,” with viewers claiming it was distracting. More recently, in December 2024, Deeley sparked ire not for clothing but for “inappropriate” on-air behavior during a segment, though fashion critiques have dominated her tenure. The show’s dress code, once strictly “smart casual” with jeans banned for hosts, was relaxed in May 2025, as revealed by a guest presenter. This shift aimed to modernize the program but has invited scrutiny.

The outrage extends beyond fashion to deeper issues of sexism and double standards. A feminist commentator argues: “Why is a woman’s outfit the focal point while male presenters like Ben Shephard wear suits without comment? This smacks of misogyny. Cat Deeley is confident and stylish—viewers should celebrate that, not shame her.” Indeed, similar incidents involving male celebrities rarely generate such furor. In March 2025, a former presenter faced backlash for criticizing a female host’s see-through dress at an awards show, calling it “embarrassing,” which itself was labeled ageist and sexist.

Social media analysis reveals a polarized audience. A poll on X asked, “Was Cat Deeley’s outfit inappropriate?” with 52% voting yes and 48% no, based on 10,000 responses. Supporters flooded comments with praise: “She looked stunning! Haters gonna hate,” wrote one user. Critics, however, were unforgiving: “Daytime TV should be family-safe. That dress was basically underwear,” posted another. The “mooning” quip, originating from a 72-year-old viewer in Birmingham, was reposted 50,000 times, spawning memes and parody videos on TikTok, where users recreated the dress with exaggerated low backs.

Experts in broadcasting ethics suggest the incident could prompt a review of ITV’s guidelines. “Daytime shows like This Morning walk a tightrope,” says a former BBC executive. “They need to appeal to millennials with trendy content while retaining boomers. Outfits are part of that branding.” The executive references a 2025 awards show dress code controversy, where a theme encouraging revealing attire led to debates on public decency.

The fallout has impacted This Morning‘s ratings, which dipped slightly post-episode, though viewership remains strong at around 700,000 daily. Advertisers, including family brands, have monitored the situation closely, with one source saying: “We don’t want association with controversy.” Deeley’s stylist defended the choice in a statement: “The dress was elegant and empowering, designed to celebrate femininity. Cat wore it with grace.”

Looking back, Deeley’s fashion journey on the show has been a rollercoaster. Her debut outfit in March 2024—a tailored suit—was lauded for professionalism. But by June 2025, a “summery” look sparked fury, with viewers raging it was “so inappropriate.” Another episode featured a dress accused of being “half naked,” leading to further backlash. In July, a rose print dress drew positive attention, but the pattern of criticism persists. Co-host interactions have added fuel; in one segment, Shephard made a crude remark about “knickers,” leaving Deeley squirming.

This isn’t isolated to This Morning. Daytime TV has seen similar rows: In 2019, a reality star was slammed for an “inappropriate” outfit on the show. Another program faced complaints in 2025 over a guest’s “lingerie-like” attire. Even a former This Morning host endured complaints over a plunging gown on another show in January 2025.

Psychologists attribute the strong reactions to cultural shifts. “Post-pandemic, people crave normalcy,” says a social psychologist. “Revealing outfits challenge that, evoking moral panic.” The psychologist notes the generational gap: Younger viewers (18-34) largely support Deeley, per online polls, while those over 55 dominate complaints.

As the dust settles, Deeley remains defiant. In a follow-up Instagram story, she shared fan messages of support, saying, “Thank you for the love—fashion is expression!” ITV insiders hint at no formal reprimand, but future outfits may be vetted more closely.

This controversy underscores the precarious balance of daytime TV: entertaining yet inoffensive. For Cat Deeley, it’s a bump in the road, but one that highlights how a single dress can spark national discourse. As one viewer put it, “It’s just a back—get over it.” Yet, in the world of morning telly, backs, fronts, and everything in between are fair game for outrage.