Piers Morgan was forced to hastily apologise on Good Morning Britain's Oscars coverage after Sharon Osbourne dropped the F-bomb live on air.
Susanna Reid and Piers had been joined by Sharon, her daughter Kelly Osbourne, showbiz blogger Perez Hilton and Dame Joan Collins.
Sharon, whose family were famed for their colourful language during their reality show The Osbournes, was chatting to Kelly, not realising she was being filmed live.
She can be heard saying "I'm just a f**king..." before Piers interjects and starts talking to the camera.
It didn't go unnoticed, and viewers took to Twitter to giggle about the gaffe.
"Did everyone just hear Sharon Osborne swear on #gmb #GMBOscars" wrote one.
"Everyone knows the is Osborne family and swear words go together like bread and butter . Well done @MrsSOsbourne for brightening up a dull @GMB at the Oscars," commented another.
"Love the fact @MrsSOsbourne had only been on @GMB 3 minutes and she's swearing classic Sharon ... it's why she's loved," laughed another.
Piers apologised to the viewers later on, saying: "We must have to make an immediate early apology for some profanity that may have been heard earlier.
"You'll be unsurprised to hear it's Sharon Osbourne. Three minutes into Sharon Osbourne's introduction to the programme and we already have to issue an apology.
"Sharon, we need to get through the next two and a half hours without being taken off air."
Giggling, Sharon replied: "I am so sorry because I didn't know I was on air and I was repeating something director Bong had said to me earlier."
Kelly looked embarrassed as she giggled at her potty-mouthed mum.
Meanwhile, Piers took the time to announce his own special win.
After being nominated alongside Prince Harry, Phillip Schofield. Ant and Dec, Alan Sugar, Joe Goldberg (the fictional character from Neflix's You) Boris Johnson and Jake Wood, Piers scooped the "Secret Crush" awards for the second year in a row.
Piers, 54, won the Heat magazine award with more votes than the top five runners up combined, with Prince Harry coming second.
Upon discovering this, Piers suggested that perhaps Meghan Markle would be thinking "maybe I backed the wrong horse".
He was joined on the sofa by actress Joan Collins, who informed him that she would have voted for him out of all the nominees.
Piers will be delighted to know that his nemesis Alan Sugar landed at the bottom of the list at number 25.
Other notables on the list included Lewis Capaldi, who came in at number seven, while Prime Minister Boris made his debut in sixth place.
