This Morning's Phillip Schofield apologised to viewers as Martin Lewis appeared to have a uncharacteristic moment live on TV.
The money saving expert is usually very well versed when giving financial advice.
But during a rant about payday loans, Martin shocked viewers as he broke the golden rule of pre-watershed TV by swearing.
Infuriated by the topic, Martin was in the midst of his advice when he accidentally dropped in the word 'p*****'.
Viewers couldn't believe what they heard, as Phillip turned to the camera and mouthed 'sorry' to viewers, reports Birmingham Live.
One viewer said: "Did Martin Lewis just swear? #ThisMorning."
Another commented: "Martin Lewis swearing on live TV. Naughty. Sack him immediately @thismorning #ThisMorning."
A third viewer said: "Tut tut Martin Lewis swearing! #ThisMorning"
A fourth added: "Did @MartinSLewis just say "p*****" live?"
And Si wrote: "The @itv swear jar must be full today 4 live swearing occasions across @itv daytime @GMB."
