Piers Morgan shocked Good Morning Britain viewers today by swearing live on air.
The GMB presenter turned the air blue during the pre-watershed breakfast show – but in fairness he had a very good reason.
He was repeating Little Mix star Jesy Nelson’s insult after she called him a "silly t**t" on BBC Radio One last night.
Jesy hit back at Piers after he voiced his outrage at their naked photo to campaign against online trolling, insisting they were stripping off to sell records.
So he found it strange that they were going against everything they stood for by using foul language towards him and demanded an apology.
Piers swore live on Good Morning Britain
Susanna Reid bravely chased after knife-wielding mugger who slashed her bag
Piers said: "Little Mix have respond to my comments about them idea. You might remember they stripped naked and covered themselves in rude words to sell their new record."
Co-host Susanna Reid claimed they were trying to "make others feel empowered", but Piers claimed they had stolen the idea.
He added: "Why couldn’t they have done it with their clothes on?"
Furious Piers then revealed to stunned Good Morning Britain viewers what Jesy had called him on Radio 1.
He said: "Ah Jesy you let yourself down love. When our doing a campaign against using rude words it’s probably best not to use rude words on the radio against me."
Little Mix posed naked with insults written on their bodies
Susanna attempted to explain what the word was without actually saying it, but her co-host had other ideas.
Piers said: "She called me a t**w, lets be perfectly clear. I apologise to anyone whose offended by the word Little Mix used against me."
He continued: "Little Mix I think you need to make an apology during your campaign to rout out foul language."
Piers then mouthed the offensive word again, then added: "I think our viewers are perfectly entitled to know the scale of language Little Mix used."
Piers pointed out the error of their ways
Shocked Good Morning Britain viewers took to Twitter after Piers’ outburst.
One viewer said: “I gotta say, @piersmorgan you do tickle me.. specially the use of the word t**t at 6.15am
"@piersmorgan Saying t**t at 06:10 am…..good on him, little mix are always quick to give it mouth, but when called out on it always go hiding #GMB," added another.
A third asked: "When has the word t**t become a swear word ? #gmb"
*Good Morning Britain airs weekdays on ITV at 6am
Do you have a story to sell? Get in touch with us at [email protected] or call us direct 0207 29 33033
Showbiz and TV editor’s picks
Holly breaks silence
Hollyoaks star pregnant
Kim Porter’s grieving son
I’m A Celebrity camp exposed