Good Morning Britain host Piers Morgan was forced to apologise to viewers on Tuesday for “swearing”, while he insisted there was nothing offensive in his remarks.
Susanna Reid was in hysterics as she tried to stop him repeatedly saying the term “a**e”, only for him to deliberately drop it into his response several times while apologising.
The team backstage told him he wasn’t allowed to say the word so early on live TV, with Susanna adding children could be watching.
But Piers wasn’t convinced, and didn’t see what all the fuss was about, not sure why it was any different to saying “bum” on the show.
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It kicked off as the pair discussed a group of people rushing into parliament naked in protest over Brexit .
Piers said: "Finally we could see they really were just a bunch of a**es in parliament."
Susanna was quick to reprimand Piers, saying: "How are you allowed to say that?" with him replying: "I don't think it's that rude, is it?"
But she wasn't so convinced, with Piers then adding: "They are, a bunch of a**es in parliament. I can't say it? I'm being told I can't say a**es.
"Erm, oh, just popped out again. I'd like to apologise for anybody who was offended by the use of the word a**e.
"Oops, sorry. Why is that offensive? Seriously. We've all got one. You've literally just shown my naked a**e on TV."
Piers added of being "ridiculed" in a naked cartoon of himself shown earlier, before suggesting people are "too offended" these days.
The moment left GMB viewers in hysterics, with Susanna also finding the moment pretty funny.
Susanna later apologised to one young viewer named Emily who was tuning in for her birthday, saying Piers said a “very rude word”.
Good Morning Britain airs weekdays at 6am on ITV.
