Guest host Davina McCall stepped in to apologise after after a guest swore live on air on This Morning.
The former Big Brother host, who was co-presenting the ITV chat show with Rochelle Humes, quickly stepped in as a caller said "s***" while confiding in them about her love life.
During a phone-in with agony aunt Vanessa Feltz on Friday's show, caller Kristina appeared to forget that she was live on air and blurted out the swear word.
Vanessa looked shocked while Davina quickly interjected: "Excuse your language."
And Rochelle, who covered her face with her hands, reminded her: "Daytime TV."
Kristina, who split from her partner of eight months in February, explained: "Things naturally came to a halt because she was going off travelling.
"That ended in Feb and we’re kind of like six months on now and I’m still like 's*** I’m heartbroken'."
After being pulled-up on the blunder she repeatedly apologised to the presenters and Davina told her: "Alright, it happens to the best of us."
She added to viewers: "We apologise for that."
Viewers took to Twitter to joke about Davina's old Big Brother catchphrase: "This is Davina. You are live on Channel 4, please do not swear."
One said: "Kristina swearing live on telly, I wanted Davina to say 'this is Big Brother you are live please do not swear.' lol"
And another laughed: "Kristina! You're live on ITV...please do not swear haha."
Davina and Rochelle were filling in for Phillip Schofield, from Oldham, and Holly Willoughby who are on holiday.
