Eamonn Holmes was left feeling red-faced on Monday’s This Morning after suffering a blunder.
As Eamonn and his wife Ruth Langsford interviewed a woman who makes jewellery out of breast milk, they were rudely interrupted.
Halfway through the chat with Alison Hawthorn, a phone could be heard ringing really loudly - leaving Ruth looking stunned.
As Eamonn reached into his pocket to quickly try and turn it off, Ruth made a joke out of the awkward situation and said: "Oh it's an order! Who wants to order some breast milk jewellery?"
Of course the blunder didn't go unnoticed by viewers as they rushed to Twitter to comment.
"Eamonn's phone going off. Very professional. #ThisMorning," one person posted.
Another tweeted: "Haha did eamonns phone just go off #ThisMorning (sic)."
A third person added: "Eamonn doesn’t has his phone on silent? Also who is ringing him, surely they know where he is going to be at this time, until September? #ThisMorning (sic)."
Before suffering the epic blunder, Eamonn looked rather intrigued as guest Alison spoke about how she makes beautiful jewellery using breastmilk.
It comes after Eamonn received a backlash last week following a comment he made about Dr Zoe Williams' hair.
During last Thursday's This Morning during a 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."
This Morning airs weekdays at 10am on ITV.
