Piers Morgan tells Express & Star: I won't see the Dudley Eye unless they move it to Beverly Hills

The Good Morning Britain Host sparked controversy in the borough when he said he could think of 'no grimmer view panorama than Dudley'.

Morgan was given an invitation to come and see the sights for himself.

But today, he responded to the Express & Star's article revealing that people are being urged to wear Piers Morgan masks to get a free ride on Friday.

When asked if he would be coming to visit on Friday, Morgan added:

Twitter users were quick to react to Morgan's latest comments, with the shop behind the mask plan among the first to comment:

Former newspaper editor Morgan, speaking on Good Morning Britain, originally said: "The people of Dudley are lovely. I love people from the Midlands.

"But let's be honest even people in Dudley know that's a horrible view.

"Why on earth would you build a wheel to look at 400 year old bricks.

"I cannot think of a grimmer panorama than Dudley.

"I don't think even the people of Dudley, who have a great sense of humour, they must be looking at that and saying even I don't want to see that and I live in Dudley."