Piers Morgan and Susanna Reid were forced to apologise after Good Morning Britain used the wrong photo to introduce guest Britt Ekland.
The ITV breakfast programme featured an image of another Swedish actress to promote their interview with the former Bond Girl, 77, on Wednesday morning.
“We’ve just made a faux pas on the programme,” Reid, 49, told viewers.
Her co-host Morgan, 54, then explained: “We have a massive star, Britt Ekland, a Bond Girl, superstar, everything else, and what do we do?”
Reid then joked, “You couldn’t mix her up with anyone, could you?” which prompted Morgan to confess: “Apart from another Swedish actress, apparently we’ve got up there. I mean, who is it?
Addressing their guest, Reid asked her: “Apparently, this is someone you get mixed up with quite a bit?
Ekland then revealed the origin of the confusion, explaining: “She went to a Bond premiere and they said, ‘This is Britt Ekland,’ but of course it wasn’t me because I wasn’t there.
Luckily, the actress wasn’t upset my the mix up, telling the presenters that it “doesn’t bother her” and adding: “Everyone knows what I look like.”
In September, the show suffered a similar gaffe when the team used a photo of a Bonnie Tyler tribute act instead of the singer herself.
At the time, Morgan poked fun at the show’s director, claiming that the show’s photo wall is his “favourite bit.”
“Turns out he’s putting pictures up there that actually aren’t the guests.”
Good Morning Britain’s run time was extended by half an hour at the start of the month as part of a shake up to ITV’s morning programme.
The show now runs from 6am to 9am, with presenter Charlotte Hawkins kicking things off with half an hour of news before Morgan and Reid join the show from 6.30am.
Lorraine then airs from 9am to 10am, followed by an extended edition of This Morning until 12.30pm.
Good Morning Britain airs weekdays from 6am on ITV.
