TV favourite Lorraine Kelly begged shoppers to stop panic buying during her Wednesday morning show.
The Scottish presenter got straight to the vexing issue during a conversation with Dr Hilary Jones in the opening five minutes of her programme.
Speaking to Dr Hilary about Prime Minister Boris Johnson's latest coronavirus rules for England, Lorraine segued into a desperate plea to her audience.
"Can I just plea from the heart, stop panic buying for the love of God," said the 60-year-old.
"I mean there was some clown..." continued the host before being shown an image of a shopper with a trolley filled with multipacks of toilet paper.
"Look at this guy!" exclaimed Lorraine in disbelief.
"Nobody needs this amount of bog roll - ever. Really, come on, behave yourself!"
Empty shelves have already been reported in various supermarkets, and Tesco announced recently it was doubling its amount of delivery slots in order to contend with a new wave of panic buying.
When lockdown was first announced towards the beginning of the year, shelves were stripped bare of essentials in supermarkets such as Asda, Tesco, Aldi, M&S, Lidl, Sainsbury's and Morrisons - leaving some of the UK's most vulnerable people without.
Items such as loo roll, pasta and hand wash were among the most eagerly sought after items, with many supermarkets being out of stock for long periods of time.
"He might have Covid-19 but at least he'll have a clean bottom," added Dr Hilary who was on the programme to discuss Boris's 8pm address to the nation.
"It's ridiculous, it's absolutely ridiculous," continued Lorraine.
"There's plenty of supplies of everything but things will go awry if everybody starts panicking so please don't."
Around the country more images have emerged of people lugging multiple packs of toilet roll to supermarket checkouts, trolleys filled to the brim with essential items, and heavily depleted shelves
Lorraine continues to air each weekday from 9am on ITV1.
