Good Morning Britain host Richard Madeley told UKIP's new leader to 'get over yourself' after he complained about people finding his name funny.
Richard Braine took over as leader of the anti-EU party four days ago. His name - which can be shortened to 'Dick Braine' - has amused many.
Yesterday, Mr Braine took to Twitter to say he is 'a bit fed up with all this dickbraine stuff' and aimed fire at former Tory MP and Evening Standard editor George Osborne, who was among those who tweeted to make fun of Mr Braine's Dick Braine nickname.
Mr Osborne himself changed his name from Gideon to George as a teenager.
Mr Braine's fellow Richard, Richard Madeley, had his say on Good Morning Britain.
The presenter told viewers he's adapted after a "lifetime of being a Dick".
He said: "Mr Braine - the moment you tell people not to call you Dick Braine, they're gonna call you Dick Braine".
Speaking as a guest presenter on Good Morning Britain , Richard Madeley added: "I dunno how old you are Mr Braine, but really get over yourself. Nobody means it - well maybe they do mean it personally - but it's just a joke, a play on your name."
In his Tweet to George Osborne, Mr Braine wrote: "I'm getting a bit fed up with all this dickbraine stuff. It's time to change my name to stop the bullying. Are my prospects better if I change my Christian name to Gideon or George?"
