In September 2007, Davidson participated in the celebrity reality TV programme "Hell's Kitchen". During his time on the show, Davidson attracted negative media attention over what was identified as homophobic bullying towards TV presenter and openly gay contestant Brian Dowling. Davidson asked Dowling, "Are you on our side?" when referring to whether or not he would be participating for the boys' or girls' team. Davidson used the word "shirt-lifters" in front of him, and was constantly asking if Dowling would like to try on one of "John Virgo's lovely waistcoats", which Davidson owns. Davidson later described himself as a "homophobic arsehole". The programme was broadcast on ITV on 4 September 2007. On 10 September, Davidson was asked to leave "Hell's Kitchen" following further problems with Dowling. After Davidson's exit from the programme, the BBC reported that the broadcasting watchdog Ofcom had received 46 complaints alleging that Davidson had bullied Dowling. Ofcom concluded that nothing unacceptable had happened, but ITV, the channel which had originally broadcast the programme, issued a statement, regretting Davidson's "unacceptable remarks".