Homes Under The Hammer presenter Martin Roberts was seen breaking down in tears on camera while trying to purchase items for children in Ukraine.
The BBC star filmed a teary video outside a Costco supermarket after claiming his purchase of essential supplies for refugees had been rejected.
Martin says he had attempted to buy multiple bottles of Calpol to send to families fleeing the war-torn country, but was unable to proceed with the purchase.
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His shopping was allegedly barred due to Costco's strict medicine buying policy, reports The Mirror.
In the Instagram video, Martin got very emotional as he revealed how fellow shoppers came to his aid.
Crying into the camera from the car park, Martin, 58, said a number of customers chipped in on his behalf to make sure all the bottles were brought.
He began: "So listen, like you, I’m properly just really at a loss in terms of what I can do to help with what’s going on in Ukraine.
"So I’ve come to Costco and I’ve just been buying lots of things like Pampers, kids stuff, Tampax and other bits and pieces.
"You know, things for kids because it’s the kids, you know, [they’re] everything,” he spluttered as he struggled to talk.
"So I’ve been trying to buy some Calpol and I’m only allowed to buy two, right?
"And I know there’s some sort of sicko limit or some limit that they’ve put on that stops under normal circumstances people buying lots of Calpol, because of course…
“So some people in the queue behind me and some people in the queue at the side of me both bought four bottles for me so I managed to get more.
“And I offered them the money, it was about 10 quid for four, and they wouldn’t take it.
“So there are such good people out there and everybody’s trying to do their bit and if you just give them a route to do it…”
As he flashed one of the medicine’s pink bottles on camera, Martin said: “We’ve got to do what we can, right?”
He added: "So whatever small step you can take to do your bit, just do it. Because even a couple of bottles of these might help.
“So do that for me alright (not for me obviously) do it for them.
“Because this is actually, if you think about it, going hopefully into the mouth of a child that needs it.
“A homeless child who’s now wondering what the hell’s going on in some refugee camp somewhere.
“Anyway, you get the idea. Sorry", apologised Martin before signing off.
In the caption, the TV presenter made a plea to the supermarket giant.
"I wonder if @costco_uk had some collection bins that people could just put donations in, it would avoid this situation. Help me try to make it happen," he asked his followers.
Mirror Online has contacted Costco for comment.
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