This Morning aired another swearing incident on Thursday, with host Eamonn Holmes yet again forced to apologise to viewers.
Just days on from a consumer expert dropping the word "s**t" on air, the same slur was echoed by another guest this week.
Eamonn and wife Ruth Langsford mocked the double chaos, with Eamonn even joking it could cost them their roles on the ITV show.
But Eamonn was supportive this time, while urging the guest to remember that certain language was not allowed on daytime television.
Chef and restaurateur Mark Hix lost his London restaurant empire recently due to the coronavirus pandemic.
Mark had initially thought they were closing restaurants amid the lockdown, only to be told the group had entered administration.
He is now running an oyster and fish food truck in Dorset, and he spoke live from his new venture on This Morning on Thursday.
Enjoying a Bloody Mary as he spoke to Eamonn and Ruth, he shared his shock over how things changed so quickly.
It's then that he echoed his shock, and said: "Oh s**t," before carrying on with his sentence.
Eamonn quickly interrupted to apologise to viewers as to not offend anyone, before offering a reminder to Mark.
He warned: "Just before we get closed down as well I have to say, some words are not allowed to be used on daytime television.
"I understand this is an emotional time for you and you're on edge but... so we apologise for that."
Mark himself apologised, as viewers at home mocked the moment given just days earlier another guest swore too.
As the interview came to an end, Ruth pointed out it was the second time in a week as Eamonn joked it could leave them at risk.
Taking to Twitter, viewers supported Mark as others loved his "slip-up" with one fan saying: "What a week! Two 's**t' slips."
Another said: "You can't say 's**t' when you're live on #ThisMorning Oh the offence."
A third added: "S-Bombs getting dropped all over #ThisMorning this week."
This Morning airs weekdays at 10am on ITV.
