This Morning was thrown into chaos during Monday's show after Holly Willoughby accidently swore live on-air during a special Halloween programme.
The incident happened during a segment, forcing both Holly and co-star Phillip Schofield to immediately apologise to viewers at home.
Holly appeared to have been struggling to work some sort of gadget and blurted out "oh s***", reports the Mirror.
It followed the moment Matthew Wright was accused by Phil of swearing on air too, while viewers were not convinced this happened.
But there was no denying Holly dropping an expletive on the show, and she immediately realised her blunder.
Placing a hand over her mouth she began to repeat the word "sorry", as a shocked Phillip turned to the camera and issued his second apology of the day.
As the guess the gadget challenge got underway, the hosts were desperate to identify the mysterious objects and win the points.
But when Holly began moving one object around in a bid to guess what its purpose was, she ended up dropping it on the table, and swearing.
She wasn't the only one shocked by it though, as Phil stared at her before pulling a face.
Holly looked at him and then at the camera, saying: "Sorry. Sorry, sorry, I might have just... something might have slipped out, I'm so sorry."
Phil echoed: "I'm so sorry. I think that Holly Willoughby might have sworn, and for that I can only apologise."
After continuing to repeat how sorry she was, she then blamed he character she was dressed up as for Halloween.
She said: "It wasn't Holly, it was Wednesday," as the pair then erupted into giggles.
Earlier in the show, Phillip claimed Matthew had sworn during a news segment and said: "I think we have already made a mistake. I think unwillingly, Matthew Wright might have sworn on the TV for which we can only apologise for, deeply, I'm sorry. He's been taken out now."
But fans were confused, not having heard anything that sounded like a swear word - with some suggesting Matthew did not actually swear.
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