Eamonn Holmes has been criticised after comparing Dr Zoe Williams' hair to an alpaca on This Morning.
The television presenter appeared alongside wife Ruth Langsford to continue fronting the summer run of the ITV morning show.
On Thursday, the pair spoke with regular medical consultant Dr Zoe Williams about the latest health headlines.
However, Eamonn sparked a backlash online after a comment he made about the doctor's hair when teasing her segment.
Over her video call to the studio, Dr Zoe revealed would be discussing "how your health can be benefited from gardening and even alpacas".
Eamonn then went on to say: "Your hair reminds me of an alpaca today."
The presenter added with a petting motion: "You just want to pet it, don’t you? It’s very alpaca-ish".
Dr Zoe then pointed her pen at the camera of her video call and said: "‘Don’t touch my hair!"
The awkward moment prompted criticism online who called out the remark made by Eamonn.
As a result, Eamonn later apologised on Twitter, penning: "Hey everyone out there. if my attempt at being humorous with my friend @DrZoeWilliams was misjudged I am mortified and humbly apologise to anyone who was offended."
One person penned on Twitter: "Did @EamonnHolmes just tell a black woman her hair reminds him of an alpaca and he wants to pet her or am I hallucinating?!"
Another viewer commented: " @thismorning did @EamonnHolmes just compare the doctors Afro to an alpaca?!? #ThisMorning "
Meanwhile, one This Morning watcher said: "Jesus, Mary and Joseph and the wee donkey Eamonn what did you just say to Dr Zoe?
"Have you learnt nothing?! never talk about petting a #blackwoman ’s #hair Never ever say it looks like an Alpaca?! #thismorning I don’t watch ‘normal’ telly, only on holiday, now I know why."
Elsewhere, one person penned: "Oh @EamonnHolmes another David Brent moment... #ThisMorning ".
Another viewer tweeted: "I had to rewind it to be sure what he said, the mind boggles!".
Finally, one This Morning viewer concluded: "what on EARTH. Did you say to her @EamonnHolmes how disrespectful @DrZoeWilliams your hair is beautiful. #donttouchmyhair ".
*This Morning continues on weekday mornings at 10am on ITV and ITV Hub. Previous instalments are available on ITV Hub.
