Good Morning Britain presenter Richard Madeley has been slammed by viewers for the second time this week after calling a parenting expert “darling” live on air.
During the ITV breakfast show on Wednesday morning, host Richard was discussing the hit Netflix show Squid Game with parenting expert Jane Evans.
The Korean horror show launched on the hit streaming service earlier this month and since its release - and despite being rated an 18, it has been reported children have been recreating the terrifying game in school playgrounds.
Wiltshire parenting expert Jane was expressing her hopes that children would stay away from the violent show and explained how she wants to protect her young grandchild from viewing adult content at an early age.
"I will be doing everything in my power to allow my grandchild, with my son and daughter-in-law, to have a childhood that's magical,” she said, "Children are full of imagination, they're very creative little beings, so let's not fill their childhoods with darkness."
The 65-year-old GMB presenter argued how the X-rated horror shows have had little effect on most children and it hasn’t turned them into ‘dead-eyed monsters’.
He interrupted with: “Do you not take Rob’s point that we’ve been here before?” to which the guest expert refused to see his side as she said: “No, no, no."
It was at this point that Richard Madeley asked her to reconsider and said: "Hang on, hang on, darling, just answer this question.”
Viewers instantly took to Twitter to slam the broadcast journalist for his use of the word ‘darling’ when addressing the parent expert.
One user penned: “Did Richard Madeley just call the guest DARLING? He is an embarrassment @GMB.”
Another added: “@GMB did Richard Madeley just call her ‘darling’?”
A third chimed in with: “@gmb #richardmadeley calling a guest darling” with three cry laughing emojis.
Elsewhere, another agreed: "Richard Madeley calling someone darling on GMB is another level of Alan Partridge."
The TV host was also called out for a comment he made Monday’s GMB show on the size of Kate Middleton’s waist.
Speaking on Good Morning Britain with co-host Susanna, the pair were discussing the Earthshot Prize Awards which took place the night before.
The Duke and Duchess of Cambridge were the guests of honour as well as speakers at the event.
40-year-old Kate wore a Grecian-inspired Alexandra McQueen gown that she had showcased before at the BAFTAs and during a US tour as guests were asked to "recycle" outfits for the award ceremony.
Footage was shared of the royals at the climate change gig and Richard commented on Kate’s figure.
He said: "She's so slim, isn't she, Kate, tiny, tiny waist."
Susanna gave an awkward laugh but agreed that the Duchess of Cambridge "looks absolutely terrific."
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