Piers Morgan and Susanna Reid were left red faced and frustrated as Good Morning Britain bosses aired the wrong photo of Britt Ekland during today's show.
The ITV presenters were about to start an interview with the former Bond girl when they had to confess the awkward blunder involving the archive of photos behind them.
While facing the 007 actress, Piers told viewers: "So we have a massive star, Britt Ekland..."
To which Susanna quickly added: "And you couldn't mix her up with anyone"
"Apart from this Swedish actress," Piers continued. "Whoever this woman is up there in the middle - who is not Britt Ekland. That's another Swedish actress, right? Who is it?"
Susanna revealed that just moments after she sat down, the Swedish actress, 77, pointed out that the main image in the gallery next to her was actually of another actress who resembled her.
She said: "When Britt came in and said 'That's not me', we thought, have we put a picture of Kylie Minogue up? But no, Britt, apparently this is somebody you get mixed up with quite a lot."
Britt then explained: "Well, she went to a Bond premiere and they said 'That's Britt Ekland'. Of course it wasn't me because I wasn't here."
"So it's in the library under your name?" Susanna asked her.
"Years ago," Britt said, but went on to insist that it doesn't bother her: "Everyone knows what I look like."
The interview continued with the incorrect picture still showing on the big screen beside her.
She said: "That's not going to happen, so there's no point in discussing it."
She also gave her opinion on the 007 franchise potentially axing Bond girls, saying it would be "foolish" and that "Bond girls are a very nice title and it's what people want. It doesn't have the same ring - Bond woman."
