Phillip Schofield apologised on behalf of a guest during This Morning on Monday, claiming he had sworn live on air moments earlier.
But viewers were baffled, failing to notice Matthew Wright had apparently said something he shouldn't have.
Matthew joined Gyles Brandreth to discuss the latest headlines of the day, amid the show taking on a Halloween theme.
But according to Phil, somewhere in the interview Matthew dropped a word he shouldn't have.
This led to Phil apologising, telling viewers moments later: "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.
Taking to Twitter, one fan wrote: "No, he didn’t swear, he said sheeting down ffs."
Another agreed: "Sheeting down, he didn't swear," as a third viewer said: "Never heard him swear at all."
Meanwhile as one viewer asked: "What did Matthew Wright say?" they soon added: "Omg, talk about overreacting."
Things got spooky as the show titles and music took on an Addams Family twist on Monday, with black and white imagery and themes of horror throughout.
But it was the hosts and the other show stars' major transformations that really got people talking - for good or bad.
As the show panned to the studio, a group of This Morning stars were stood all in costume and they were all characters from The Addams Family.
Alison Hammond led the way as the fictional family's mother, Morticia Addams, with segment host Steve Wilson taking on the role of her husband Gomez.
Behind her were fellow hosts Phillip and Holly Willoughby, who took on the roles of Uncle Fester and Wednesday Addams.
Other stars on the bill were Phil Vickery, Gyles Brandreth, Gok Wan and Matthew Wright, all dressed in scary costumes to go with the theme.
Cousin ‘Knit’, based on Cousin Itt, and Pugsley Addams were also amongst the line-up in terms of characters.
This Morning airs weekdays at 10am on ITV and ITV Hub.
