Holly Willoughby was forced to tell TV chef Gino D'acampo to be quiet during a live broadcast of This Morning .
The 38-year-old presenter was telling viewers what was still to come on ITV1 's flagship daytime TV show when Gino kept butting in.
When the show had returned from an ad break, Gino, 42, could be seen waiting in the wings.
Becoming increasingly impatient, the joked about why Phillip Schofield had said he was coming up on the show when he was right there, ready to introduce himself.
But they continued and he began asking is Celine Dion was actually on the show, Holly said: "Shhhh!" as he talked over Phil.
This came moments before Phil had said: "We don't have time for that," as Gino spoke at length about his new recipe he is trying on the show.
Fans were not happy with his behaviour on set, some branding him an 'attention seeker'.
One said: "Yes, shut up Gino."
Another said: "Shut up Gino attention seeker."
A third said: "Gino we don't have time for this"
A fourth said: "Oh no...Gino and his grumpy old man act."
He spoke on the sofa with Holly and Phil to promote his Sunday evening show on ITV Win Your Wish List , which comes back this weekend, and explained how he has been in Italy filming for Italian TV.
He confirmed to Phil that he is not as famous in Italy as he is in the UK and said he was concerned he would not be funny in Italian.
*This Morning is on ITV1, weekdays and Sundays from 10:30am
