Katie Price was forced to leave the Loose Women set yesterday after breaking down in tears over Keith Chegwin’s death and her terminally ill mum.
But returning to social media that evening, she assured fans she was doing okay after a “difficult” day and thanked everyone for their support.
So far, so good? Nothing controversial here, right?
Well, it was the fact Katie, 39, added a little something extra to her Instagram and Twitter posts by tagging in an accessories brand and saying she was “checking out” her new goodies and planning Christmas presents.
She also posed with one of the company’s bags and phone cases.
Some fans felt the product mention was rather jarring, given her earlier breakdown on live TV – and despite the fact Katie was clearly in a bad place and worried sick about her mother, decided to criticise her online.
One wrote: “Always difficult when people pass away but got to make sure you get your sponsored tweets in at the same time ay!”
Another said: “Would have been a nice tweet if you didn’t finish by hawking your merchandise.”
And a third added: “You were distraught but now still find time to promote a product for money!! You are unbelievable and I could use other words!!”
A fourth said: “Never too bad to miss getting a plug in however.”
Others, however, told Katie to take no notice of criticisms – pointing out she may have had a contractual obligation to share the post at that time or it could have been sent by her management.
Also, if she was getting comfort from enjoying new products at a difficult time, why begrudge her that?
Many more wished her and mother Amy well and said they’d been moved by her Loose Women tears.
The former glamour model couldn’t contain her emotions on yesterday’s Loose Women as she spoke about Keith’s death from the same incurable lung condition that her own mother has.
Katie explained that the full extent of her mum’s lung condition, Idiopathic Pulmonary Fibrosis, hadn’t really hit her until Keith’s death.
Breaking down, she sobbed: “The thing is my mum is going to die and I don’t want her to die. She’s getting worse, she’s having to sell her house as she can’t get up the stairs.
“They only offered me to come on Loose Women last night, I know I shouldn’t have done it.
“It might be my last Christmas with her.”
Katie struggled to speak through her tears, admitting at one stage she hadn’t seen her mum for weeks as she couldn’t face seeing her knowing one day she’d be gone.
“How can my mum die?” she sobbed. “I love my mum so much, I cannot do this.”
Katie then walked off the set, leaving the rest of the panel – Ruth Langsford, Denise van Outen and Janet Street Porter – to explain she’s been having a difficult time.
“She had a hard night, she hasn’t slept and, obviously Keith is a family friend,” said Denise. “She was really nervous coming on today and said she didn’t know if it was the right thing, but she wanted to raise awareness.”
Ruth added: “Katie is normally so strong and you never see her cry. I think she thought she could do it.”
The show then went to a commercial break but when it returned to the air, there was still no Katie.
“Unfortunately as you saw she couldn’t really cope talking about her mum,” said Ruth. “She’s gone off, had a cup of tea and is being looked after. We will continue the show without her.”
Katie had paid tribute to Keith on Twitter before her Loose Women appearance, following his death on Monday at the age of 60.
The mother of five got to know Keith when they appeared together in Celebrity Big Brother back in 2015 and they’d stayed in touch over the years.
Katie revealed she had a conversation with Keith just weeks before his death, as he reached out when he heard her mum had the same lung condition as him.
“I’m absolutely gutted that Keith has passed away,” she wrote on Twitter.
“I only spoke to him a few weeks ago and he was giving my mum advice, as [he was] suffering with the same lung condition my mum has, which is IPF, an incurable lung disease.
“He was such a very down to earth and extremely funny [man] and absolutely loved his wife Maria and children so much.”
“I will miss him and so gutted as we were all trying to fit in a date to meet up,” said Katie.
“I’m just in shock how quick this has all happened since I spoke to him. RIP Keith and will continue with your advice for my mum.”
Many of Katie’s fans responded to say more needs to be done to raise awareness of IPF – Idiopathic Pulmonary Fibrosis – and to send their well-wishes to Katie and Keith’s family.
Keith’s family announced his death in a statement on Monday.
It read: “We are heartbroken to share the news that Keith Chegwin sadly passed away following a long-term battle with a progressive lung condition, idiopathic pulmonary fibrosis, which rapidly worsened towards the end of this year.
“Keith died peacefully at home shortly after midnight on the 11th of December. His wife Maria, his daughter Rose and his son Ted were by his side.
“We would like to take this opportunity to thank Severn Hospice for the kindness, support and care they have shown us all over the last few weeks.
“Keith was a loving husband, father, son, brother, uncle and friend. We would respectfully ask to be left to mourn his passing in private.”
Keith – nicknamed Cheggers – was best known for hosting programmes including children’s game show Cheggers Plays Pop and Swap Shop, and also made appearances on Extras and Celebrity Big Brother.
Katie announced in September that beloved mum Amy had been diagnosed with IPF.
Katie said at the time: “The condition has an average life expectancy of 3 – 5 years. There are two known pills which, if they work, can slow things down.
“My mum is a fighter, she is working out every day, going to work and living life to the full.”