A Kent dad forced ITV's flagship daytime show Loose Women to be pulled off air in protest over the programme's "sexism" and the child support system.

Adam Orriss and fellow protesters from the Fathers4Justice campaign stormed the set in the middle of yesterday's broadcast.

Mr Orriss, 43, from Folkestone waved Y-fronts and threw £20 notes in the air before being dragged away by security.

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The dads burst onto the set, shouting: "Fathers for justice, no kids no cash!"

The screen then reverts to the test card and the sound fades down as they are heard being taken away.

They waved the pants featuring the slogan 'Pants to the CSA' in purple writing.

The Fathers4Justice group said the protest launched a boycott of the child support system until fathers are given equal rights over their children ahead of Father's Day this Sunday.

Mr Orriss and fellow protester Jason Appleyard, 37, from Edgware in north west London led the protest against the ITV show accusing it of "repeatedly denigrating men and reverse sexism".

A spokesman for Fathers4Justice said: "On Tuesday’s show, the model Caprice Bourret said, ‘Men are very simple creatures’, to rolls of laughter from fellow panelists.

"The strike comes after the group asked their supporters whether dads should stop paying child support until they have equal rights. The answer was a resounding yes."

There was a lot of social media reaction to the stunt with Mr Orriss himself tweeting outside the studios saying: "Think we made a point."

The group has since called for fathers to boycott paying child maintenance payments which could total up to £15 million in June and July.