Kate Garraway admits 'we're not allowed to' as she details ITV rules

Kate Garraway detailed some behind-the-scenes rules ITV stars have to adhere to during Monday's instalment of Good Morning Britain.

On the programme, the ITVstar,who recently recalled her experience with theft in London, was speaking to Louie Spence about his appearance on Celebrity SAS.

Although the series kicked off over the weekend, Channel 4 viewers saw Louie decide to leave after one episode, as he detailed his reasons to Kate and her co-star Ed Balls.

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However, as the interview began to end, Louie couldn't help but ask Kate a question. He commented: "Kate, can I just say darling, why haven't you done a hair commercial?! Every morning, I watch you and think she's worth it."

Kate instantly burst out laughing over Louie's remark before sharing the reason she's not been seen advertising hair products.

She replied: "Can I tell you what, Louie, we're not allowed to. I work in news, and we are religiously, despite what people think, impartial. So we don't endorse anything."

It seemed as though Louie wasn't satisfied with her response, so he took a moment to take a cheeky swipe at ITV.

He said: "How dare they?! What's going on? They're cutting Lorraine, the Loose Women are being cut. What's going on? This place is going to wreck and ruin."

Although both Ed and Kate ignored his reference to the ITV cuts, she added: "When they fire me, Louie, which is probably right now for talking too much, I'll go and do one!"

Louie's comments come after it was announced earlier this year that ITV will be facing some major changes to its daytime programmes from 2026.

Lorraine is having her show cut down to 30 minutes and will now air for 30 weeks annually, similar to Loose Women.

During the weeks Lorraine is not on air, Good Morning Britain will broadcast until 10am.

Kevin Lygo, managing director of ITV's media and entertainment division, commented on the adjustments, saying: "Daytime is a really important part of what we do, and these scheduling and production changes will enable us to continue to deliver a schedule providing viewers with the news, debate and discussion they love from the presenters they know and trust, as well as generating savings which will allow us to reinvest across the programme budget in other genres.

"These changes also allow us to consolidate our news operations and expand our national, international and regional news output and to build upon our proud history of trusted journalism at a time when our viewers need accurate, unbiased news coverage more than ever."

Good Morning Britain is available to watch on ITVX.