Coronation Street has sparked controversy after an episode showed a child being smacked.
Hundreds took to web forums and Twitter to express outrage at the scene in which schoolgirl Faye, played by Ellie-Louise Leach, is hit on the legs by her mother's boyfriend.
Following the show, which attracted 9.5million viewers, furious fans also contacted Ofcom and ITV to complain about the controversial discipline method.
In what appears to be a sign of the times, similar scenes would once not have raised an eyebrow.
The show's producers had announced the plotline in November, but it sparked little controversy at the time.
Controversial: Owen Armstrong (Ian Puleston-Davies) goes to slap Faye (Ellie Leach) in a scene from Coronation Street
Punishment: The 10-year-old winches in pain as Owen strikes her legs
In the controversial scene builder Owen Armstrong (played by Ian Puleston-Davies), smacks his girlfriend's adopted daughter after discovering she had killed his fish.
One web forum poster described the character’s actions as 'psychotic'. Another said: 'He was really laying into her, or that was the writers' intent.'
The show's producers said it did nor condone his actions, adding that the follow-up storyline will show this.
Under the 2004 Children's Act, which came into force in January 2005, mild smacking is allowed but any punishment which causes visible bruising, grazes, scratches, minor swellings or cuts can result in legal action.
Viewers also took to Twitter and online forums to vent their disgust over the issue.
One fan tweeted: 'Very uncomfortable. Wrong on so many levels.'
Another said she found it was 'really uncomfortable to watch when he was smacking the little girl'.
An angrier fan added: 'Don’t think it should have been shown. Not necessary in this life today. No need for it.'
Since Ofcom was created in early 2003 there has been a steady increase in the number of complaints it receives.
The child-smacking seen left some views feeling uncomfortable, while others complained to Ofcom
One Twitter user did not believe that there was anything to complain about
Troublemaker: Owen chastised Faye after she poisoned his fish pond
THE LAW ON SMACKING
Under the 2004 Children's Act, which came into force in January 2005, mild smacking is allowed but any punishment which causes visible bruising, grazes, scratches, minor swellings or cuts can result in legal action.
Those who break the law can be punished with up to five years in jail.
The scene shows Owen losing his temper after discovering troublemaker Faye had poisoned the fish pond.
Since joining the soap last January, 10-year-old Faye has been something of a problem child and has been trying to disrupt mother Anna Windass's (Debbie Rush) budding romance with Owen.
As a result of the plot, Anna is expected to end the relationship.
While many objected to the actual smack, some critics said it would have only been appropriate for Faye's adoptive mother Anna to discipline her in such a way.
One Twitter user wrote: 'Owen should never smacked Faye as she wasn't his child but she deserved a smack.'
Children's charities were concerned the storyline could perpetuate smacking as an acceptable way to treat children.
The law in Britain currently states parents are allowed to smack their children, but using 'excessive force' could result in assault charges.
Phillip Noyes of the NSPCC told the Daily Mirror: 'Parents can obviously be pushed to the limit on occasion but there are more positive ways of correcting a child’s behaviour than smacking them.
'It simply sets a bad example and teaches children that violence is a solution.
'Children tell us it leaves them scared and confused and the NSPCC believes it simply gives out the wrong message and breaks down the trust between child and parent.'
A Coronation Street spokesman said: 'We most certainly don’t condone Owen’s actions – as will be seen by the ramifications of the slap, and the effect it has on his relationship.'
Actor Puleston-Davies said he and scriptwriters had approached the smacking issue cautiously.
Ructions: The ramifications of the slap will lead Anna Windass (Debbie Rush) to end her relationship with Owen
He said: 'I think any controversial subject handled in the right way is good controversy not bad controversy. I know it was talked about within the writing group and with the producers at length, so they were very careful.
'I was very aware that I wanted to go through the script with a fine-tooth comb... From the moment it was suggested, they took it very carefully and very slowly, so it took a long time to reach the script stage, and rightly so. I'm happy with the finished result.'
MP John Hemming said that he agreed with smacking as a form of punishment.
He told the Mirror: 'There is a line when it comes to these things, and the main thing is what is best for the child.
'Parents are best placed to decide what is best. Smacking, when used responsibly, can work in the child’s best interests.'
He added: 'How can you make it illegal for a parent to slap their child on the wrist? The Government should think carefully before making any changes.'
An ITV spokesman said: 'The episode and subsequent episodes do not condone the slap and it has far reaching ramifications for the character of Owen. That said we have no problem with sparking a healthy debate on this issue.'
Research published in 2010 showed a third of adults think slapping children as young as six years old is a 'low-risk' form of punishment.
The findings from the Children's Society showed that just one in seven thinks that slapping children and young people is an unacceptable form of punishment.
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