Broadcasting watchdog Ofcom has received 51 complaints after TV chat show host Richard Madeley called a guest 'darling' during an interview.
The ITV Good Morning Britain host stopped the show to apologise after addressing an Insulate Britain protester.
The broadcaster, 65, was grilling Tracey Mallaghan from the campaign group - and had accused her of risking lives by blocking major road networks.
Defending Insulate Britain protesters targeting motorways. Ms Mallaghan insisted: "Kids face an unimaginable future Richard..."
As she spoke passionately about the cause, Richard tried to calm her down, addressing her as 'darling'.
Ofcom has now received 51 complaints, reports Birmingham Live.
Richard replied: "You are not answering the question, are you?"
The demonstrator hit back: "You are not asking the right questions.
"Is it because you are heartless or too scared? I am genuinely perplexed that journalists are not asking the right questions here."
Richard said: "Well, my questions are my decision, to be honest with you..."
She snapped back: "Do you know what a two degree world looks like? Why can't we talk about it? That is the question Richard.
"A 95 per cent chance of a two degree world for our children, do you know what looks like?"
Richard said: "What you are doing, darling..."
He then stopped himself, saying: "Sorry to call you darling.
"You have already been told off about that sweetheart," the activist snapped back.
Richard ploughed on, saying: "Yes it is a showbiz thing, we call everybody darling. It's a habit of mine and I find it hard to stop.
"Let's just get back to the question. I completely take that back."
The activist added: "Please, ask the right questions Richard!"
Richard had previously received stick from viewers after calling parenting expert Jane Evans 'darling' during a chat a week earlier.
