This Morning hosts Holly Willoughby and Phillip Schofield were left feeling very bad for one viewer on Tuesday morning.
They were forced to hang up on a caller as they played another game of Spin to Win.
Holly and Phil managed to get through to the first hopeful, wanting to play the game and win a holiday or some cash.
To play the game, the viewer must answer the phone with the correct password, and nothing else.
Doing this will give them the chance to win a prize from the wheel, but sadly caller one said the phrase slightly wrong.
He should have said "Belle of the Ball." but instead said: "Belle of the Belle."
Holly and Phil were uneasy, unsure whether to let him off over the slight slip-up.
They would have let him play on too, but decided to check in with the crew backstage to make the executive decision.
As they spoke in Phil and Holly's ears, both hosts suddenly appeared shocked.
It's then that Phil explained they had been told to move on to the next player, and hang up on the caller.
Clearly not wanting to, Phil apologised before saying goodbye to the first caller, while both hosts confessed they felt bad for the decision.
Phil initially said: "Well that's not it," to the answer, as he and Holly placed their hands on their hips in confusion.
He asked: "What do we do? Adjudicator, adjudicator? Oh my God, they're saying move on! Sorry... bye."
Holly confessed: "I can't bear that, that was so close!"
Her co-star went on: "We've not had that before. Executive decision, they're still saying no!"
Suddenly, an audio played of a crowd sighing with disappointment, with Holly saying: "I know, I feel the same way."
Before moving on, Phillip said: "Man, that's tough."
This Morning airs weekdays at 10am on ITV.
