Ruth Langsford was left in tears of laughter on This Morning following a rather serious segment thanks to husband Eamonn Holmes' cheeky admission.
The husband and wife presenting duo were talking to Martin Lewis on the ITV show about scam advertising after the money expert prompted Facebook to launch an anti-scam ad tool on its network.
Martin took action against the social media giant at the start of the year after his picture was used on a raft of scam ads, leading to him intending to sue Facebook for defamation in a personal capacity.
He then dropped the lawsuit if the social network agreed to create a reporting tool which will allow users to report fake posts as well as it also being agreed that the social network would donate £3 million to Citizens Advice for an anti-scam project - which was finally introduced on Tuesday (July 17).
So how did it end up with Ruth close to tears?
Following the interview with Martin, the 59-year-old revealed that she herself was a victim of false advertising after her face had been used without her permission to try and sell diet pills.
Eamonn, 59, then told viewers that he had also had his name attached to a fake ad - for erectile dysfunction pills.
He said: "In my case, mine was brought to my attention by a doctor, who was very angry at me lending my name to this.
"The thing that gets me is, why choose me? Why should I be the face of erectile dysfunction?"
Ruth, Martin and other members of the This Morning then began to giggle when a screenshot of the ad was shown which read: "Over Two Decades Of A Happy Marriage Thanks To Eamonn Holmes Erectile Dysfunction Pills."
Whilst Ruth tried to curb her laughter adding: "No, we shouldn't be laughing," she did add, "It is funny, though."
The Northern Irish host then quipped that viewers no longer had to wonder why Ruth always looked so happy.
Eamonn then carried on the joke further which left his wife in tears of laughter.
"So you think you have trouble..." Eamonn exclaimed.
"Well I got chosen for diet pills!" Ruth hit back.
"But why would you look at me and think, 'Oh he'll be needing it. He'll be needing a pill or two!," Eamonn said.
Viewers also found the whole thing hilarious.
One tweeted: "Laughing so much at @EamonnHolmes and @RuthieeL on Eamonn's 'pills'."
"Way TOO much info Eamonn!!," joked another.
This Morning airs weekdays at 10.30am on ITV
