Money Saving Expert Martin Lewis has slammed sick scammers who claimed he was dead in an online ad.
The scam, which has been circulating online the last few days, included a distressing ad saying that Martin has died.
Martin told This Morning presenters Holly Willoughby and Phillip Schofield during the preview for his money advice segment that he was horrified by this scam, especially amid the coronavirus pandemic.
Martin was appearing on the show to discuss the government's extended furlough payment scheme when he revealed that he was victim of vile fake news.
He said: "If you'll indulge me just for a second while I'm doing this, I've just found out that there's another one of those adverts running on lots of online newspapers today that I'm dead.
"They're scam adverts using the fact that I've died, which is just horrendous at this time. I clearly haven't, obviously, but just to say, if you see it, please report it as a lot of people are getting very disturbed by it."
He added: "We all need to act together to try and stop these horrendous scammers, this moral turpitude.
"Right now to be saying someone's died when they haven't as a form of advertising, it just beggars belief.
Holly and Phil were disgusted.
A shocked Holly said: "Oh Martin, I'm sorry."
Phil added: "Well, we're glad you're okay."
Martin couldn't hide his disgust.
Martin, who founded MoneySavingExpert, has called on publishers the tackle the "fake news adverts".
The expert has been making television appearances throughout the coronavirus pandemic to give people advice on how best to handle their money and let them know about the help they're entitled to.
He has also been discussing furlough and other queries viewers have about employment contracts.
* This Morning airs weekdays from 10am on ITV
