Money expert Martin Lewis has slammed disgusting fake ads claiming he's dead.
Appearing on today's This Morning, he spoke out about the awful rumours that are being spread in these troubling times.
He told hosts Phillip Schofield and Holly Willoughby that the fake reports are even more troubling given that thousands of people in the UK have died from coronavirus.
Martin was discussing the government's furlough payment scheme when he interrupted his own narrative to slam the vile fake news.
He said: "If you'll indulge me just for a second while I'm doing this, I've just found out that there's another one of those adverts running on lots of online newspapers today that I'm dead.
"They're scam adverts using the fact that I've died, which is just horrendous at this time. I clearly haven't, obviously, but just to say, if you see it, please report it as a lot of people are getting very disturbed by it."
He added: "We all need to act together to try and stop these horrendous scammers, this moral turpitude.
"Right now to be saying someone's died when they haven't as a form of advertising, it just beggars belief."
Holly and Phil were disgusted.
"Oh Martin, I'm sorry," Holly told him.
Phil added: "Well, we're glad you're okay."
Martin sighed and lifted his hand in the air to express his disgust.
Martin, who founded MoneySavingExpert, has called on publishers the tackle the "fake news adverts".
The expert has been appearing on television throughout the coronavirus pandemic to give people advice on how best to handle their money and let them know about the help they're entitled to.
Martin has alerted people to important changes about their energy bills as they work from home and offered advice to employees who have been furloughed but are then being told to work.
* This Morning airs weekdays from 10am on ITV
