Former reality TV star Sam Faiers has been praised by viewers for helping to normalise breastfeeding, after appearing on ‘This Morning’ with her baby son Paul.

25 year old Faiers, who rose to fame on ‘The Only Way Is Essex’, appeared on the ITV chat show on Wednesday morning (October 12th). She sat opposite hosts Holly Willoughby and Philip Schofield with a blue and white blanket over her shoulder, which she was using to hide her nine-month-old son Paul as she fed him.

Before the interview started, the hosts clarified that the choice to cover up was Sam’s choice, and not forced upon her by producers. “She's only just got her opportunity to feed baby Paul - when it happens, it has to happen,” Willoughby explained.

Sam FaiersSam Faiers tending to her baby son Paul

Co-host Schofield then told the camera, “We've got to point out now in case you think we're saying covering the baby up, this is Sam's choice. It is your choice to do this.”

“Yes, of course,” Faiers replied, “I'm so sorry about this.” Schofield then reassured her: “We're perfectly comfortable.”

The interview drew praise from campaigners to highlight the benefits of breastfeeding, which is perfectly legal everywhere in Britain but is still the subject of occasional media headlines.

National Childbirth Trust senior policy adviser Elizabeth Duff said in a statement on behalf of her organisation, "We are delighted to see so many positive reactions to Sam breastfeeding her baby son live on air.

“Babies need to be fed whenever and wherever they are hungry, so whichever mode of feeding is chosen, parents should never be embarrassed or discouraged from doing so. Great TV moment!”

Justine Roberts, CEO of Mumsnet, added: “Breastfeeding is a normal part of life: babies need to be fed when they're hungry, and they're not particularly bothered about who's watching. It's encouraging to see that the TV viewers weren't particularly bothered either.”

Faiers was appearing on ‘This Morning’ to promote the return of her TV show ‘Sam Faiers: The Mummy Diaries’, which is broadcast tonight on ITVBe.

More: ‘TOWIE’s Sam Faiers gives birth to a baby boy [archive]