A hysterical Holly Willoughby was left in tears and unable to get her words out on This Morning after interviewing a woman who makes £3k a month selling 'flatulence videos'.
Holly and co-host Phillip Schofield were joined by video call by American woman Emma Martin, who rakes in thousands every month from filming herself breaking wind - yes really!
Before the interview had even begun, Holly got the giggles and warned Emma that she might laugh as it went on.
Emma explained to Holly and Phillip that she quit her job as a travel agent to make the bizarre career move after discovering, from another woman who does the same, that a lot of money can be made from it.
She revealed to them that there was definitely a 'sexual' element to people paying for her flatulence videos while also detailing some of the foods she eats to help things along.
The interview ended with Emma telling the bemused presenters that she records the videos while her family are out of the house as her children "didn't know" anything about them.
After ending that chat with Emma, This Morning bosses played their own practical joke by playing farting noises into the studio and that tipped Holly over the edge as she whaled with laughter and started snorting.
As Phillip started chuckling wildly next to her, Holly put her hand over a mouth but failed to regain composure enough to read the autocue and tell viewers at home what was still to come on the show.
That forced producers to cut to an ad break as Holly was still in hysterics.
But, rather than share Holly's humorous reaction to Emma, many viewers of the ITV show branded the segment 'disgusting.'
One took to Twitter to rant: "Not funny at all. How disgusting. Playground humour. Switching channel. Where do they dig them up?" and another tweeted: "Disgusting. I had to switch over. Can’t believe This Morning has stooped so low to even give this person airtime!!"
Others saw the funny side though, with another reacting: "I was literally trying to work from home but couldn’t type as laughing soooo much so much so I was crying"
