ITV has found itself at the center of another storm after a Good Morning Britain guest appeared on air without wearing a poppy — just one day after Loose Women host Charlene White faced intense backlash for the same decision. The controversy erupted early Tuesday morning when political journalist Kevin Maguire joined Susanna Reid and Ed Balls on the breakfast show to discuss Chancellor Rachel Reeves’ pre-Budget speech. While his co-hosts, along with the Daily Mail’s Andrew Pierce, wore poppies pinned prominently to their outfits, Maguire appeared on camera without one. Within minutes, viewers flooded social media with outrage, calling his choice “disrespectful” and “an insult” during a period of national remembrance.

The timing of the incident could not have been worse for ITV, which was already facing criticism from some viewers after Charlene White’s appearance on Loose Women the previous day without a poppy. Many had demanded that ITV enforce stricter on-air guidelines during the Royal British Legion’s Poppy Appeal season, which began on October 23. The red poppy, symbolizing remembrance for those who lost their lives in service to Britain, is traditionally worn by public figures and presenters in the lead-up to Armistice Day on November 11. As a result, the sight of two well-known ITV personalities without the emblem in consecutive days reignited the long-running debate over whether wearing a poppy should be a matter of personal choice or public duty.

Social media quickly turned into a battleground. “GMB, why has Kevin Maguire chosen not to wear a poppy live on air? Disgraceful and disrespectful,” one viewer wrote on X, formerly Twitter. Another added, “What a slap in the face to veterans. How can ITV allow this two days in a row?” Others joined in, calling for both Maguire and White to issue public apologies or be taken off air. “It’s become a pattern,” one user fumed. “Do they not realize how hurtful this is to families who’ve lost loved ones?”

But just as the criticism mounted, so too did the defenses. A wave of supporters pushed back against what they called “poppy policing.” One commenter replied, “It’s not mandatory. People have different traditions for when they wear them. The outrage is absurd.” Another user pointed out the hypocrisy of online attacks: “I wonder how many of the keyboard warriors calling for boycotts are actually wearing a poppy themselves.”

Kevin Maguire, a long-time political commentator and regular ITV guest, has previously addressed his reasons for not wearing a poppy early. During an appearance on Good Morning Britain last year, he explained that he chooses to wear the symbol only in the week leading up to Remembrance Sunday — not before. “If I wear a poppy, I always make a donation,” he said at the time. “But I’ll wear it in the week of Remembrance Sunday, not before. It’s become elongated now, and every year the poppy police start pointing fingers.” In a column written for the Mirror, Maguire doubled down on that sentiment, comparing the outrage to a kind of moral policing that ultimately undermines the meaning of remembrance itself. “Every year around this time, a British version of Saudi Arabia’s mutaween springs up,” he wrote, referencing religious enforcers. “The self-appointed guardians of public morality demand to see your poppy. Their arrogance cheapens the very act of remembrance.”

While Maguire has yet to respond publicly to the latest backlash, those close to the Good Morning Britain production say ITV executives were “taken aback” by how quickly the issue escalated. According to one insider, the network held an internal discussion shortly after the broadcast to determine whether to address the situation publicly. “There was a real debate,” the source said. “Some felt ITV should reaffirm its support for the Royal British Legion and clarify its stance, while others believed that enforcing uniformity would only make the situation worse. They don’t want to be seen as policing personal beliefs.”

Charlene White, who sparked similar outrage the previous day, has long maintained that her decision not to wear a poppy on air is personal and rooted in her own family history. Her father, who served in the RAF, passed away when she was young, and she has said that she honors him in private rather than through symbolic gestures. Even so, her explanation has done little to quell the outrage online. “No respect,” one viewer posted. “If you can’t wear a poppy, you shouldn’t be presenting this week.” Others were more understanding, with one user writing, “In a democracy, people should be free to decide how they express remembrance. Forcing it defeats the point.”

Behind the scenes, ITV is said to be walking a tightrope. While the broadcaster traditionally encourages its presenters to wear poppies as a sign of respect, it does not make the practice mandatory — a policy that some executives now fear could expose the network to further criticism. “They don’t want to dictate personal expression,” the insider explained. “But they also know how sensitive this time of year is, especially with the anniversary of Armistice Day approaching. It’s a PR nightmare either way.”

By Tuesday afternoon, the debate had spilled into mainstream news outlets, with headlines questioning whether ITV had mishandled the situation. The network has yet to release an official statement, but sources suggest that internal memos have already gone out advising on-air staff to use their discretion “while remaining mindful of audience expectations.” Meanwhile, social media continues to simmer, divided between those calling for respect through conformity and those defending the freedom of individual choice.

In the end, what began as a small wardrobe detail has once again exposed a much larger national debate — one about remembrance, respect, and personal expression in the public eye. As the poppy controversy engulfs ITV for the second consecutive day, one thing is certain: the silence from those at the center of it is only deepening the tension. And according to insiders, the network’s behind-the-scenes reaction may be just as dramatic as the outrage playing out on screen.