Good Morning Britain host Ed Balls left ITV viewers cringing during Tuesday's instalment of the programme after he 'swore' live on air.
Ed, 56, was hosting alongside Susanna Reid when he let slip the the profanity before Susanna told him to calm down.
As the hosts shut down a heated debate about the King's Coronation, Ed admitted that his blood pressure had risen after listening to the row before he said 'oh frick'.
After Ed's quip, Susanna reminded her co-host that they were presenting morning show - where all swear words are forbidden.
It wasn't long before viewers flocked to Twitter to react to the 'cringeworthy' moment.
"Ed Balls just said frick on good morning britain and usanna scolded him lol," one quipped.
"Ed Balls is so cringe omg," another echoed, while a third joked: "I haven't heard the word frick in a million years, thanks Ed."
During the show on Tuesday, Ekin-Su Culculoglu also confessed that she has been left traumatized after a visit to her family’s devastated homeland.
The former Love Island winner, 28, paid a visit to her family's home in Turkey last month after an earthquake killed more than 50,000 people.
The reality TV star met a number of children who she said clung to her the moment they saw her and began to call her 'mum'.
One little girl in particular, begged Ekin-Su to take her home - an experience which left the Love Island star 'traumatised'.
Appearing on Good Morning Britain this morning, Ekin-Su told hosts Susanna Reid and Ed Balls that she came back to the UK with a heavy heart after leaving the little girl behind, and has been thinking about adopting her ever since.
"I would love to take her. It was traumatising - the whole experience. But once you bring one home you want to help them all. I really just want to raise awareness. We don't know how lucky we are to be in the UK," Ekin-Su explained.
The catastrophe, described as Europe’s “worst natural disaster for a century” by the World Health Organisation, began in the early hours of February 6 with a series of tremors, including the first two which measured a massive 7.7 and 7.6 on the Richter scale.
They were followed by more than 11,000 aftershocks that left 107,200 people injured and at least 300,000 buildings damaged or destroyed.
More than 2.3 million Turks remain displaced, with most now living in camps where the threat of disease, including cholera, looms large.
