Piers Morgan is no stranger to live TV and has been at the helm of Good Morning Britain for many years.
But we all know there's a few golden rules they must follow when on air - including no swearing pre-watershed.
On Wednesday's show, Piers got a bit carried away during one chat with co-host Susanna Reid and broke that rule.
The GMB hosts were discussing tattoos after Piers suggested the day before that teachers should not be allowed to teach if they have decided to get a few inks.
As they clearly disagreed, Susanna succumbed: "Why don't you get a tattoo on your forehead?"
To which Piers replied: ""What would I get? Legend? What would I do?
Susanna suggested "something else" and Piers rattled on: "B***end?"
The sweary slip-up stunned Susanna as Piers let out a cheeky "oops".
"You said it," Susanna screeched. Piers replied: "I like saying that. People say 'oo it's outrageous' but call me it all day long."
And viewers took to social media to react.
"Piers Morgan watch your profanity!! #goodmorningbritain," warned one.
Another didn't mind, tweeted: "When you heard @piersmorgan be even more of a legend this morning on #GoodMorningBritain."
"Live scenes of snowflakes reporting @piersmorgan to @Ofcom for saying b*****d," a third added.
