This Morning had a live swearing incident for the second time in a week, with host Eamonn Holmes having to apologise to viewers again.
Days after a consumer expert said "s***" on air, another guest used the same word on Thursday.
Eamonn joked it could cost him and wife Ruth Langsford their roles on the ITV show.
Chef and restaurateur Mark Hix appeared on This Morning to talk about how he lost his London restaurant empire recently due to the coronavirus pandemic.
Mark had initially thought they were closing restaurants amid the lockdown, only to be told the group had entered administration.
He is now running an oyster and fish food truck in Dorset, and he spoke live from his new venture on This Morning on Thursday.
Enjoying a Bloody Mary as he spoke to Eamonn and Ruth, he shared his shock over how things changed so quickly.
He echoed his shock, and said: "Oh s**t," before carrying on with his sentence.
Eamonn quickly interrupted to apologise to viewers as to not offend anyone, before offering a reminder to Mark.
He warned: "Just before we get closed down as well I have to say, some words are not allowed to be used on daytime television.
"I understand this is an emotional time for you and you're on edge but... so we apologise for that."
Mark himself apologised, as viewers at home mocked the moment given just days earlier another guest swore too.
As the interview came to an end, Ruth pointed out it was the second time in a week as Eamonn joked it could leave them at risk.
