This Morning viewers couldn't believe what they were hearing on Wednesday, as host Phillip Schofield swore live on air - amid fears the live show will be pulled because of the coronavirus outbreak.
Holly Willoughby's host suddenly said the word "s**t" on the show, even shocking her - moments after admitting the show was "hanging on by the skin of her teeth".
He tried to style it out with a mystery word, but it was too late and everyone had already heard.
It happened during the Spin to Win game, with the usual drama of people not following the rules.
Phillip and Holly finally got through to one caller though who did correctly give the password, and managed to spin the wheel.
After getting a cash prize, she was also offered a bag of This Morning goodies.
As usual the bag lowered from the ceiling, with the hosts ready to reveal what the viewer had won.
Except as it came down, Phillip suddenly blurted out: "We call it the bag of s**t."
Holly shouted out, before gasping as Phillip seemed unfazed, while continuing his sentence
Phillip then appeared to pretend he was saying something else, adding: "Close but I didn't, close but I didn't."
Holly also said: "That was a little too close."
That said, viewers were already aware of what he'd actually said, taking to Twitter over the mishap.
One fan said: "Philip said 'bag of s**t' as it was lowered after the main spin to win game."
Another said: "Hahaha!!! Oh I needed that today. Bag of s**t."
A third said: "Hahaha @Schofe saying s**t at 10:52 in the morning and literally not giving a toss."
This Morning airs weekdays at 10am on ITV.
