I watched this play out on IG in real time. Shortly after the bakery owner, Rich, posted this, a national newspaper contacted him presumably with a view to running the story. And then, a very short while later, an ITV bigwig contacted Rich falling over himself to apologise, row back on the original email, and promising immediate change of policies. I think Rich is a bloody hero for publicly calling ITV out. And ITV should be ashamed of themselves.