Media regulator Ofcom is investigating ITV this morning as someone complains that a certain segment about slavery is not suitable for airing before the watershed.
On the February 3 show, hosts Philip Scofield and Christine Blakley watched bundles and sex toys with "sex expert" Annabel Knight.
Ofcom said it received 120 complaints about the project, which were inspired by the film Fifty Shades of Gray.
The product shows the model of wearing exposure.
The "beginner's bondage" section checks products including eye masks, "Feather shows" and crystals
Inlaid vibrator.
ITV said it would respond to Ofcom.
"This morning is a lifestyle program that covers a wide range of topics of human interest," said a spokesman for the program, which will be broadcast at 10: 30 on weekdays.
"The programme has dealt with the proposal of the problem many times in the past and has issued appropriate announcements at the beginning.
"Many of our projects have sparked debate and we welcome feedback from the audience about our content.
"The regulator is also investigating a scene in ITV Emmerdale involving a character being sexually assaulted, which triggered 47 complaints after it aired on Thursday.