This Morning viewers have praised presenter Phillip Shofield for rushing to comfort a widow as she stood modelling shapewear on live TV.
Noreen appeared alongside American actress Hayley Hasselhoff as she advised fans of the ITV daytime show about undergarments that will cover and shape your body.
Bringing her into the studio Hayley, daughter of Baywatch's David Hasselhoff, said Noreen had had a difficult time following a mastectomy after a breast cancer diagnoses and the recent loss of her husband.
Noreen was visibly nervous as they spoke about the £20 Debenhams waist cincher and John Lewis bra she was modelling, Hayley complimented her, saying her bosom looked amazing.
She added: "Your husband is looking down saying 'why am I not here today?' Look at these bosoms!"
Holly told her she looked amazing and that she was very brave for coming out on live TV.
But it was Phil who got up, seeing how nervous she was, and gave her a hug, to the delight of viewers.
One said: "Aw well done @schofe you read that situation well. Poor lady was so nervous I wanted to give her a hug. Hayley didn't pick up on it at all."
Another said: "Oh god. The silly woman in green asking “why is he not here to see this”, because he passed away you clown. The poor woman was already on the edge without this. #ThisMorning should really think before they decide who they unleash on their guests."
A third added: "That poor woman looked so close to a breakdown. Who let that woman continue to remind her on live TV that her husband isn’t here."
But while there was some criticism on how Hayley handled the situation, others loved her.
One said: "I think that Hasselhoff chick did a great job. I like her. She should be on the show more!"
*This Morning is on ITV1, weekdays and Sundays from 10:30am
