This Morning viewers thought they "recognised" a caller's voice during Wednesday's episode.
Lisa joined the show via video link to discuss a gambling addiction that left her homeless.
Lisa, from Essex, said she began gambling aged just eight, and it was a huge win of £127,000 in 2001 that saw her habit escalate dramatically.
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Research has revealed that up to a million women are at risk of harm due to gambling and the number of women gambling online has risen by 54% over the past four years, compared to a 28% increase for men.
Lisa spoke of the shame she felt when admitting her addiction, and shared that she left her own wedding to visit a casino - where she gambled away £2,000 over six hours.
Now in recovery, she was keen to let anyone who may be struggling know that help is out there.
Many viewers wished her well, and some thought her voice sounded familiar.
Linda Fraser said: "She sounds just like Gemma Collins "
Alice2127 said: "If you close your eyes you can hear the GC"
David Mackay said: "Gemma Collins looks different"
Belinda Green said: "Wasn't looking at the tele and thought I recognised the voice. Expected to see Gemma Collins when I looked up #ThisMorning"
This Morning airs weekdays from 10am on ITV and the ITV Hub
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