Good Morning Britain viewers were left horrified by an advert for Pure Cremations that aired during one of the ad breaks on the ITV programme this week.

During an ad break in between Ed Balls and Susanna Reid ’s usual set-up in the ITV studio, an advert for Pure Cremations popped up – and it’s leaving viewers feeling unsettled.

Many pleaded with the company to stop showing the ad, with one writing: "Can Pure Cremation please just f*** off. Life is hard enough without [them] reminding us we're going to die every ad break" ...

by Jess Phillips 09:01, 9 Jul 2024 Updated 12:04, 9 Jul 2024 Good Morning Britain: Pure Cremation advert airs during ad break ...