Piers Morgan slams decision to ban Fireman Sam, calls it 'tripe nonsense'

Piers Morgan has criticised the decision to ban Fireman Sam. [Photo: PA/ITV]

Piers Morgan has ridiculed the decision to ditch Fireman Sam as mascot for the fire service.

Les Britzman, the chief fire officer for Lincolnshire, made headlines today after announcing he will stop using "outdated" mascot Fireman Sam in the force's promotional material because the stereotype is not inclusive of women.

Fireman Sam is the namesake of a 30-year-old popular animated television series, and has long been used in as a mascot by UK fire services.

17 PHOTOS
Good Morning Britain presenters
See Gallery
Good Morning Britain presenters
LONDON, ENGLAND - JANUARY 22: Laura Tobin, Ben Shephard, Piers Morgan, Susanna Reid, Charlotte Edwards, Kate Garraway and Sean Fletcher of Good Morning Britain attend the National Television Awards held at The O2 Arena on January 22, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images)
Smooth presenter Kate Garraway working as Piers Morgan's runner on Good Morning Britain, as part of her 24-hour Job Hop, raising money for Smooth’s charity, Global’s Make Some Noise.
File photo dated 16/10/18 of TV weatherman Alex Beresford, who has spoken of the fatal stabbing of his cousin, saying: "It can happen to anybody". Nathaniel Armstrong, 29, was killed in west London, just days after the Good Morning Britain presenter interjected in a live TV debate on knife crime.
TV OUT. ALL BROADCAST WEBSITES OUT. No cropping permitted. Picture must be credited to ITV. We are advised that videograbs should not be used more than 48 hours after the time of original transmission, without the consent of the copyright holder. Video grab taken from ITV of US President Donald Trump (left) being interviewed by ITV's Good Morning Britain presenter Piers Morgan.
Good Morning Britain presenter Ben Shephard during an event in London's Trafalgar Square to mark Armistice Day.
The Duchess of Cornwall with some of the Loose Women team (left to right) Penny Lancaster, Coleen Nolan, Ruth Langsford, and far right Lorraine Kelly during a visit to the ITV studios to mark the broadcaster's 60th anniversary, she toured the newly refurbished ITV riverside studios at Waterloo, London, meeting presenters and staff from This Morning, Good Morning Britain and Loose Women.
LONDON, ENGLAND - APRIL 10: Sky News presenter Jacquie Beltrao and Good Morning Britain's Charlotte Hawkins are encouraging people to get together and join Breast Cancer Care's Pink Ribbon Walk to raise vital funds to support people affected by the most common cancer in the UK, on April 10, 2018 in London, England. (Photo by John Phillips/Getty Images for Breast Cancer Care)
LONDON, ENGLAND - JANUARY 21: ITV Breakfast programme 'Good Morning Britain' presenters Kate Garraway and Ben Shephard attend the National Television Awards at 02 Arena on January 21, 2015 in London, England. (Photo by Mike Marsland/WireImage)
File photo dated 25/01/17 of Piers Morgan, who has told viewers of the Good Morning Britain on Tuesday morning he would like "little cameras on all" of the regional news teams as they wait for him to stop speaking and introduce their segments.
File photo dated 22/01/19 of Good Morning Britain host Susanna Reid, who says she is "very happy" in her relationship with Crystal Palace chairman Steve Parish.
File photo dated 14/12/16 of Susanna Reid, who has been teased by Piers Morgan about her new romance after she was pictured with her football chairman boyfriend Steve Parish.
LONDON, ENGLAND - JANUARY 22: Piers Morgan, Susanna Reid, Charlotte Edwards and Kate Garraway of Good Morning Britain attend the National Television Awards held at The O2 Arena on January 22, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images)
LONDON, ENGLAND - APRIL 10: Sky Good Morning Britain's Charlotte Hawkins during a photocall to encourage people to get together and join Breast Cancer Care's Pink Ribbon Walk to raise vital funds to support people affected by the most common cancer in the UK, on April 10, 2018 in London, England. (Photo by John Phillips/Getty Images for Breast Cancer Care)
LONDON, ENGLAND - APRIL 24: Hilary Jones and Ranveer Singh attend the Good Morning Britain Health Star Awards at the Rosewood Hotel on April 24, 2017 in London, United Kingdom. (Photo by Karwai Tang/WireImage)
LONDON, ENGLAND - APRIL 24: Susanna Reid attends the Good Morning Britain Health Star Awards at the Rosewood Hotel on April 24, 2017 in London, United Kingdom. (Photo by Karwai Tang/WireImage)
LONDON, ENGLAND - APRIL 24: Kate Garraway attends the Good Morning Britain Health Star Awards at the Rosewood Hotel on April 24, 2017 in London, United Kingdom. (Photo by Karwai Tang/WireImage)
LONDON, ENGLAND - APRIL 24: Alex Beresford attends the Good Morning Britain Health Star Awards at the Rosewood Hotel on April 24, 2017 in London, United Kingdom. (Photo by Jeff Spicer/Getty Images)
HIDE CAPTION
SHOW CAPTION
of
SEE ALL
BACK TO SLIDE

"The reason more women don't want to be firefighters is because of images like Fireman Sam," Britzman told ITV's 'Good Morning Britain', calling the stereotype "outdated".

But Morgan has clapped back at the decision, accusing the fire chief of being "hypocritical".

"There you are representing the [fire] service and you have a problem with using any promotional material that has a male firefighter at the head. It's totally hypocritical," the presenter said.

Piers Morgan has criticised the decision to ban Fireman Sam. [Photo: PA/ITV]

"You have an objection for Fireman Sam who portrays the service showing a white man in charge and there you are, a white man in charge," he added.

In response, Britzman drew attention to the overwhelmingly male demographic of the fire service – of which only 7% are female.

"This doesn't reflect society, half our population is female," he argued.

But Morgan drew attention to the presence of a female fire fighter, Penelope, who is one of the characters in Fireman Sam series, claiming: "You throw this tripe nonsense that women have watched Fireman Sam and put them off!"

EDITORIAL USE ONLY Fireman Sam celebrates his 30th anniversary at a special birthday party held at Mattel Play! Liverpool at the Albert Dock.Despite this being the 21st century, gender inequalities still prevail in society – from a gender size gap in children's clothing to sexist adverts.

What's more, more than half of women believe sexism holds them back at work.

- This article first appeared on Yahoo

READ MORE: The 35 things modern women find most offensive

READ MORE: Tube passengers call out sexism in this viral film poster

Read Full Story

FROM OUR PARTNERS