Richard Madeley was left apologising immediately after calling another guest 'darling' on Good Morning Britain during a chaotic Insulate Britain interview.
The TV presenter and his co-host Ranvir Singh welcomed climate change campaigner Tracey Mullaghan to the show on Wednesday morning.
But it didn't take long for things to get heated as the trio discussed Insulate Britain's road-blocking protests, which has caused disruption around London - with many drivers left traveling at speeds of 20 miles per hour.
While Richard grilled Tracey and slammed the protest group for risking lives by blocking major road networks, Mullaghan challenged Richard by asking him: "Do you know what a two degree world look like? A 95% chance of a two degree world for our children, do you know what that looks like?"
"You mentioned your children…," Richard began to say before Mullaghan interrupted: "Why can’t we talk about it? That’s the conversation Richard."
The 65-year-old then added: "But what you’re doing darling… sorry to call you darling, it’s a habit of mine."
"You've already been told off, haven't you sweetheart?" Tracey quipped.
As he continued to apologise, Richard said: "Quite rightly, it’s a showbiz thing, we all use that so I completely take that back.
"Let’s just get back to the question because the question is what’s important."
Many viewers watching the scene unfold took to social media to react.
One viewer tweeted: "Richard Madeley on #gmb calling women 'Darling', what an idiot."
A second wrote: "#GMB really is the gift that keeps giving.... #darling"
"Please don’t do the ‘darling’ thing @richardm56 . It IS patronising, it’s not a showbiz thing. Would you say it to @devisridhar for example? Eh no, didn’t think so. Come on, you’re better than that #gmb" A third commented.
Someone else said: "@GMB oh dear Richard, not a good interview 'darling' but TBF this lady is not doing herself any favours #GMB #ClimateActionNow #COP26"
Another user put: "So @richardm56 isn’t allowed to call Tracey ‘darling’ but it’s ok for her to call the panel ‘sweethearts’ what a hypocrite! #GMB"
It comes a week after Richard landed himself in hot water for calling another guest ‘darling’.
During a debate with parenting expert Jade Evans and crime writer Mark Billingham, Richard and co-host Susanna Reid discussed whether Netflix’s Squid Game is suitable for children.
"Hang on, hang on. Darling." Richard could be heard saying, before adding: "Let me finish the question. We’ve done the debate about video nasties."
*Good Morning Britain airs weekdays at 6am on ITV
