The advert, for Cancer Research UK, saw Doctor Sunil Dolwani perform a colonoscopy – the removal of bowel polyps – on 60-year-old Philip McScarron at Cardiff and Vale University hospital.
Bowel cancer is the UK’s fourth most common type of cancer, after breast, prostate and lung cancer, according to Cancer Research UK.
After the advert was shown on Channel 4, a cancer nurse took questions on the Cancer Research UK Facebook page.
Wednesday afternoon, Channel 4 broke new ground, airing the world’s first live TV advert from inside a human body.