This Morning viewers were left unimpressed after finance guru Martin Lewis dropped a major swear word on the show.
The savings expert was appearing on the show to advise viewers on mis-sold payday loans, before he apologised in advance for his language.
He said: “To my belief, the payday loan industry was created by marketing and advertising.
“It marketed a need of instant quick tech cash, without explaining the need, and started to build up.
“If you forgive the vernacular, there were many people who were ****** at 12 o’clock at night who saw gambling and payday loan adverts put together, and because it was instant money, then started to borrow because they were drunk.”
Holly Willoughby seemed to be oblivious to the huge blunder, while co-host Phil Schofield mouther the word "sorry" to the viewers.
But This Morning fans were livid after Martin’s gaffe, with one saying: “My 8 month old is crying cos you said ****** thanks Martin.”
Another wrote: “He hasn't even realised his error #ThisMorning #MartinLewis.”
And a third said: “Tut tut Martin Lewis swearing! #ThisMorning.”
But other viewers were left in hysterics, with one joking: “I’ve turned to alcohol because Martin Lewis said ******. Cheers mate.”
Another fan said: “Just looked down the street and the church is up in flames well done Martin.”
“My Nan’s just fainted thanks to you saying ****** @MartinSLewis #thismorning” said another viewer.
Another praised the savings expert for being ‘so brave’, while another fan was in stitches, saying: “Classic This Morning, p.s don’t think Holly even noticed.”
