Good Morning Britain viewers were left furious today after Ben Shephard broke social distancing live on air in an awkward blunder.
The 45-year-old presenter approached his colleague and fellow GMB presenter Charlotte Hawkins to get her to smell an unusual new deodorant the program had recieved.
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Intrigued by what it smelt like, Ben sprayed the new deodorant on himself but quickly regretted it.
Repulsed by the smell, he then approached his co-host Charlotte to get her to smell it on him, seemingly forgetting about the social distancing rule.
Charlotte told him: "You can't come too close, social distancing remember!
"But yes I can smell it from here thank you."
Concerned viewers were quick to flood social media with comments slamming the presenter.
One viewer wrote on Twitter: "@benshephardwhat the hell are you doing, man? You've just approached your colleague to within 12 inches. You're on TV. People are watching you as an example. Kids. Not to mention how problematic this scene was in many other ways too. #SocialDistancinguk"
Another added: "Ben Shephard just broke social distancing on national TV what an absolute p*** @benshephard"
A third said: "Bad boy @benshephard ignores social distancing #GMB"
"Can't believe you nearly did a @MattHancock with social distancing @benshephard," a fourth wrote.
Good Morning Britain airs weekdays from 6am on ITV
