It's meant to pull in the viewers by showing skating celebrities twirling and tumbling.

But ITV's Dancing On Ice is making news for another reason - the revealing dresses of presenter Holly Willoughby.

Critics say the 26-year-old's choice of outfits has become ever more daring each week, with the cream gown she wore on Sunday evening's show provoking complaints that she looked as if she was going to fall out of it at any moment.

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On this ice: Holly Willoughby in the outfit that had viewers complaining

Revealing: the host came perilously close to an embarrassing 'wardrobe malfunction'

Her plunging neckline certainly drew attention away from soberly dressed co-host Phillip Schofield and the sequinned celebrities including former page three girl Linda Lusardi and singer Suzanne Shaw.

One viewer, writing on a TV messageboard, said: "Why doesn't Holly Willoughby stop messing around and just do the show topless?"

Another wrote: "My husband and I have great fun trying to bet how low her top will be each week. She does struggle to keep them in, doesn't she?"

A third said: "Why does every woman on TV these days only seem to wear clothes which show their wares?"

One viewer pointed out that the show is watched by many children. They said: "My two children, aged eight and ten, love the show and we all watch it together as a family before their bedtime, as it starts at 6.15pm. But even they were asking why she was wearing very little."

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Dress code: With her sober-suited co-presenter Phillip Schofield

This is not the first time the former underwear model's 32D figure has got her into trouble.

In 2004, there were complaints after one of her breasts popped out as she danced on the ITV Saturday morning children's programme Ministry Of Mayhem.

Last night, an ITV spokesman said: "We received five complaints about Holly's dress. This is a very small number compared to the 9.8million people who watched the programme.

"The dramatic costumes are all part of the Dancing On Ice show and we are very surprised Holly's dress has caused such a stir."

Nice maiden: Holly says she's not brave enough to take to the rink