Janet Street-Porter called Andrea McLean a slut live on air on today's Loose Women.
The stunned audience gasped after outspoken Janet came out with the appalling insult during a debate on eating crisps in the cinema.
Confused Loose Women viewers took to Twitter to confirm what they had just heard, while Coleen Nolan was forced to issue an apology after the ad break.
The bizarre moment happened when Andrea claimed half the fun of going to the cinema was waiting for a noisy bit to eat your crisps.
When Janet said it was "common" to eat at the cinema, Andrea said: "That's the nicest thing you've ever said to me."


Hitting back, Janet shouted: "You're a slut, Andrea."
The horrified audience could not believe what they had just heard and gasped before an awkward silence.
Lifting her arms in the air, Coleen said: "Finally! I’ve been waiting for this moment. You should be proud of being called that. I’d be proud of that."


Telling someone to take the crisps away from Coleen, Janet then added: "You are anyway that goes without saying. Take them away."
Hysterical Brenda Edwards struggled to contain herself and held her hand over her mouth to stop laughing.
But it appeared giggling Andrea had not actually heard what Janet said as she quickly turned to ask Coleen a question as the show went to an ad break.
Andrea was then seen pointing at herself, presumably stunned that Janet had made the cruel remark against her.

After the advert break, Andrea tried to carry on as normal but was interrupted by Coleen.
She said: "Before you got any further Andrea, I have to apologise for anyone offended by Janet."
Confused Andrea said: "I couldn't apologise for it as I didn’t even know what she said."

Loose Women viewers flocked to Twitter to question whether Janet had actually said the vile remark.
One viewer asked: "JSP actually called Andrea a slut! Is she ok?"
"Has Janet actually just called Andrea a slut?!?," added another.
A third said: "I came on here just to see if I heard right, seems I did!"
"That was a bit uncalled for right," said a fourth.
*Loose Women airs weekdays on ITV at 12.30pm