Ofcom has moved to censure ITV over a stunt involving the seven year-old daughter of EastEnders actress Charlie Brooks broadcast on I’m a Celebrity… Get Me Out Of Here!
More than 66 complaints were received by the media regulator over ‘exploitative’ scenes in which Kiki Brooks hid behind one of a number of doors whilst her mother opened doors at random in the hope of finding treats.
Unfortunately for Brooks she chose the wrong door, becoming visibly distressed upon realising her loss.
In its ruling Ofcom voiced ‘serious concerns’ over the episode, ruling that ITV had breached the broadcasting code by failing to provide the necessary reassurance to viewers that Kiki had been offered support by production staff.
Ofcom stated: “In our view, the appearance of a seven-year-old child placed in such a scenario would have gone beyond the likely expectations of the audience for this programme, which rather would have expected consenting adults to participate in the challenges featured on I'm a Celebrity.”
In a statement ITV responded that it had given ‘careful consideration’ to the welfare of mother and daughter prior to proceeding: “In particular, the possible emotional impact on Kiki of having an opportunity to meet her mother, given this would be denied should her mother be unsuccessful in the challenge, was considered carefully.”