Piers Morgan is speaking out against Demi Lovato after the “Confident” singer called out a popular Los Angeles frozen yogurt shop for promoting diet culture. Lovato labeled The Big Chill Frozen Yogurt as a “diet culture vulture” and accused them of offering triggering options for those with eating disorders. Specifically, Lovato criticized their options that had “sugar-free” and “guilt-free” labels.
Her criticism was not well-received. Many – including Morgan – were quick to point out that it was unfair of Lovato to target the small, family-owned business, especially considering her large number of fans.
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"My new @DailyMail column is about dumb, deluded @ddlovato and her vile attempt to bully, shame & ruin my favourite frozen yoghurt store. Posting soon," Morgan tweeted, announcing his latest piece.
He asserted that Lovato was "out to shame The Bigg Chill but all she did was shame herself."
Morgan then explained his perspective of the situation: "The 28-year-old multi-millionaire pop singer was so disgusted by her experience at The Bigg Chill that she decided to declare war on the store yesterday, on her Instagram page to her 102 million followers."
"How dare she try to destroy The Big Chill simply for doing its job, one that it does very well to widespread popular acclaim? Who the hell does Demi Lovato think she is?" he wrote.
Morgan then compared Lovato's attack on the fro-yo shop to other celebrities mentioning their triggers. "Not a day goes by without some celebrity somewhere claiming to feel 'triggered' by something, mainly in an attempt to weaponize their victimhood, raise their profile and make money," he claimed.
For her part, Lovato did apologize and explain where she was coming from during an Instagram Live.
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For many fans, her video fell short. One wrote, "Your triggers are not other people’s responsibility, you need a reality check, love."
Another commented, "'Being a celebrity is exhausting sometimes' - the privilege here is strong (and sickening)."
