This Morning's Alison Hammond was forced to apologise after Deborah Meaden made a comment on today's show.
The Birmingham presenter fronted ITV's flagship daytime programme alongside Dermot O'Leary as Holly Willoughby and Phillip Schofield enjoy an extended Christmas break.
The hosts interviewed the successful entrepreneur on Wednesday's edition ahead of the new season of Dragon's Den starting tomorrow.
READ MORE: ITV This Morning's Alison and Dermot under fire over controversial outburst
Deborah has appeared as an investor on the popular BBC programme since 2006 and she spoke about what it takes to be successful in business.
The 62-year-old said: "I have to trust people. I don't want to be working in a business where I'm constantly looking over my shoulder and thinking ''do I know the truth' and 'are they actually presenting it as it is'."
However, Deborah swore live on air twice when she revealed the one thing that will put her off investing in a product is people ""b**********g."
Alison stepped in to apologise after the remark and Deborah was mortified at the end of the interview as the hosts laughed off the blunder .
Viewers following the show on Twitter erupted in hysterics after the exchange.
@RosyDarling66 said: "I am just watching it. As my dad would have said 'wash your mouth out with soap young lady' Seriously, enjoying the interview."
Margaret added: "Ooooo naughty @DeborahMeaden just watched you say it like it is"
Sally commented: "Deborah Meaden saying 'B******t' on live television...I salute her. Fabulous woman Xxxxx"
Bobby posted: "Lol Deborah Meaden"
Liam tweeted: "Deborah Meaden cursing twice on #thismorning"
This Morning airs weekdays at 10am on ITV and ITV Hub
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