ITV viewers were furious after half-naked strippers appeared on Good Morning Britain.
Richard Arnold was presenting a segment about which saw the boys in the villa dress up as construction workers.
He said: "Ovie was named the winner of the men-at-work challenge, but even he cannot be as good as our own workmen in the studio.
"Yes indeed, we've brought some strippers in for you. Come on in lads."
Kate Garraway said: "Wow look at that, they're moving in super slow-mo."
The men then proceeded to dance and smoother Kate, Ben Shepherd and Charlotte Hawkins.
Richard applauded the men and said: "Well done lads."
One then requested that Kate smacks him on the buttocks - at first she declined, but then she grabbed the fly swatter and hit him gently.
But viewers weren't pleased with the segment and many took to Twitter to express their disgruntlement.
One wrote: "Having half naked men gyrating about the stage while children are having there breakfast is disgusting what the hell is going on #gmb this is disgraceful."
Paul Belgium tweeted: "Totally wrong for morning TV, I am sure the complaints will flow, not good when young children watching TV."
And Rochelle said: "I found it really bizarre that this was shown at this time in the morning.
"Children getting ready for school and men dancing seductively and removing their shirts, not appropriate when children are watching."
