Phillip Schofield apologised to This Morning viewers as he chatted to guest James Smith during a segment on the show.
The popular ITV host was forced to say sorry when author and personal trainer James accidentally swore live on air.
Joined by co-host Holly Willoughby as they chatted to James about his new confidence coaching book Phillip, 60, was left gobsmacked when the Insta-famous fitness guru slipped up as he recalled how he gained confidence in his field in the past.
READ MORE: Piers Morgan slams 'ridiculous' petition to axe Holly and Phil as 25k sign over queue row
James was plugging his new book How To Be Confident when he admitted that his old rugby teammates used to "take the p***" out of him for his deep knowledge of fitness and nutrition.
Stunned Phillip acted quickly to play down the use of the swear word as he swiftly mouthed "sorry" to viewers.
However, it seems the apology wasn't the one viewers were hoping for as they took to Twitter to slam Phil and Holly for their silence over the controversy surrounding their visit to Westminster Hall when Queen Elizabeth II was lying in state.
One miffed viewer wrote: "#ThisMorning and there we have it, Phil apologises for a guest saying “p***” but didn’t have the guts to do it for the queue debacle."
A second posted: "Day 3 of still no apologies from @thismorning @hollywills @Schofe over queue jumping at queen coffin. #ThisMorning shame on all of you."
A third added: "If they just held their hands up and made an apology for themselves this would be over now and they would be yesterday’s news. #thismorning."
A fourth social media user Tweeted: "How long’s it going to take for Phil & Holly to own up and apologise for their own actions? #ThisMorning."
A fifth said: "Even if, and I mean even IF they were not on the carpet to pause, they STILL got to see HRH and soak up the sombre atmosphere and reflect on her reign. Just apologise and we can all move on!!! #ThisMorning."
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