Phillip Schofield accidentally namechecked a sex toy brand during an interview about holidays live on This Morning.
The presenter had to suppress his laughter after he mentioned Lovehoney, a sex toy business, while presenting a segment about package holidays during Thursday's episode.
When a caller phoned in asking about a holiday she had booked with Love Holidays, Schofield slipped up, replying: “Rebecca, if Lovehoney...” before realising his mistake.
Laughing at his error, Schofield took it on the chin, joking: “Lovehoney, that’s a whole different package coming through the door. A totally different package holiday.”
His co-presenter Holly Willoughby inevitably fell into a fit of giggles, saying: “Totally different.”
As This Morning cut to an ad break, Schofield could be seen falling into the sofa in laughter.
Lovehoney were thrilled to receive the free promotion, taking an opportunity to turn the moment into a meme on their social media account.
“When you confuse your Summer hols with our Summer Sale,” they wrote on their Twitter account. “It happens to the best of us @schofe.”
Retweeting the clip from This Morning, the company wrote: “Unlike our pal @Schofe here, our deliveries are 100% discreet."
Schofield's hilarious mistake came as light relief after an awkward clash this week with Lady Colin Campbell about her new book Meghan and Harry: The Real Story.
"I’d be surprised any of the royals would want to get involved with more gossip after your Princess Diana book," Schofield said, prompting the author to call him "ignorant".
She said: "It's history in the making. That shows how ignorant you are if I may point out.
"My Diana biography was named the most believable by People Magazine and had it not been for that biography, Diana would have thrown Prince Charles to the wolves."
