Good Morning Britain viewers were quick to accuse a guest of "fake crying" as they tuned into the show on Thursday.
Hosts Susanna Reid and Ben Shephard invited writer George Monbiot onto the show to discuss the ongoing Insulate Britain protests.
George's appearance came after it was reported that nine Insulate Britain activists had been jailed for breaking a court order to block the M25.
As he shared his support for the environmental group, George broke down in tears as he questioned whether he had done the right thing by bringing children into the world.
Ben and Susanna were left speechless as the ITV fell quiet for a moment, before Ben quickly said: "It's clearly very emotional for George and he's feeling very emotional for his family..."
Susanna then added: "George, I'm sorry that you feel tearful about it, but you obviously feel something that is not getting across to that majority of people - that Ben pointed out - do not support these tactics or this action and think frankly, 'lock them up and teach them a lesson'.
"What is it that is driving you to tears? And what needs to change to make everybody else feel what you're feeling?" she added.
George responded: "I have two children and every day I think, 'did I do the right thing?'" before breaking down in tears again.
But George later added: "Don't feel upset for me. I'm feeling what we should all be feeling, we are really close to losing everything."
However, many viewers tuning in at home were having none of it and took to Twitter to comment.
"that man fake crying FFS #gmb," one said, while another tweeted: "I struggle to believe George is actually really crying, it’s all a bit weird #GMB."
A third viewer posted: "Is this guy for real, crying because he’s got nothing else relevant to say #GMB."
Someone else joked: "Not sure George will win an Oscar, the crying wasn't the most convincing I've ever seen. 4/10. #GMB."
Others were left baffled when his crying suddenly stopped and continued chatting to Ben and Susanna.
"So the crying has stopped fake ass s**t #GMB, one said, while another posted: "#GMB Crying his eyes out, then a second later he’s not."
Good Morning Britain airs weekdays at 6am on ITV and ITV Hub.
