Red-faced GMB hosts accidentally show a little too much of Liam Payne's bits in raunchy advert

The perils of live TV.

It can mean it is sometimes a little hard to catch pre-watershed inappropriate content in time before it is broadcast to the nation.

But today Good Morning Britain managed to almost turn the telly blue with a pre-recorded VT they had compiled about Liam Payne’s raunchy new advert.

The former One Direction singer has stripped off for a campaign with Hugo Boss, which sees him writhing around on a bed with with Victoria's Secret model Stella Maxwell.

Red-faced GMB hosts accidentally show a little too much of Liam Payne's bits in raunchy advert (ITV)

It’s so raunchy that even Liam has branded it like "softcore porn".

Entertainment host Richard Arnold was showing Piers Morgan and Susanna Reid some clips from the ad when a close-up of Liam’s nether regions was quickly pulled from screen.

Richard began: “It’s all very moody, all very sepia.”

Red-faced GMB hosts accidentally show a little too much of Liam Payne's bits in raunchy advert (ITV)

But Piers cut in: "If a female star was doing this I'd say 'put your clothes on love' and I’m saying the same thing about Liam Payne."

Susanna pointed out that if Cristiano Ronaldo did it, it would be “classed as amazing”, which began bickering between herself and Piers.

But as the offending footage was broadcast and then quickly faded out, Richard said: “Did we just cut off the end of that? Did we show a little bit too much?”

Charlotte Hawkins chipped in saying: “That was a bit of a close-up.”

Piers added: “A little too much of a One Direction.”

The panel had a good giggle as Richard explained that despite his rolling around in the video, Liam - who has a son, Bear, with Cheryl Tweedy - is actually happy partnered with Maya Henry.

Good Morning Britain airs weekdays on ITV at 6am.