Hosts Phillip Schofield and Holly Willoughby and This Morning guest Matthew Wright slammed a TikTok craze which has seen the fire service called to free people stuck in swings.
The bizarre and resource draining challenge first became a thing last year and saw people, mainly teens, trying to fit into toddler swings in playgrounds across the country.
As you'd expect, it doesn't end too well for some of them and firefighters have been called out to assist those left trapped.
The 'swing challenge' has now re-emerged on the social media platform and led to more people becoming stuck, prompting fire chief across the UK putting warnings out to Brits not to try it.
Discussing it on Thursday's This Morning, Phillip said "Many of them (TikTok crazes) are mad!" before Holly added: "This is not a good one!"
As various video clips played out on screen, seeing teams of firefighters attempting to free people trapped in swings, Phillip remarked: "Look it's taken ALL of these firefighters to get one person out.
A horrified Holly reacted: "You'd be mortified wouldn't you?
"These crazes come and go but these are firefighters they've got a very, very important jobs to do and they shouldn't really be wasting their time on something that started on TikTok!"
One This Morning guest responded: "The difficulty they have is that people like to follow fashion and if people think they're going to get a few likes of it they're going to do it.
"Of course it's a waste of time for the firefighters... but I certainly won't be having a go."
After a video from the London Fire Service revealed that 105 people had to rescued so far, a furious Matthew Wright ranted: "Why are we pixelating their faces?!
"We should be blowing their faces up and sticking them on billboards all over the country and say these idiots are costing us money, potentially costing lives.
"Bring back the stocks... throw tomatoes at them, that's what we should be doing!"
