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Piers Morgan was forced to issue an apology on This Morning following a major blunder live on air.
The former Good Morning Britain presenter found himself embroiled in a heated exchange with guest Ashley James regarding the patriarchy, whilst hosts Ben Shephard and Cat Deeley looked on.
But as emotions ran high, he committed a massive gaffe by swearing on television, exclaiming "bulls**t".
He instantly recognised his error, covering his mouth with his hand and offering an apology.
The Uncensored presenter had been clashing with Ashley over the topic of men weeping in front of their mates and toxic masculinity, reports Wales Online.
"What's wrong with being tough and manning up?" Piers had questioned, prompting Ashley to respond: "That is not a masculine trait!"
Following his expletive-laden interruption, Piers quickly spotted his blunder, apologised and addressed viewers directly: "Sorry! I'd like to apologise for what the guest just said live on air.
"We are a live programme, we apologise for Mr Morgan and he won't be invited back for at least three weeks."
"I think it might be longer," Ben responded.
Despite his apology, Piers switched his stance moments afterwards as the segment drew to a close.
Ben reiterated his apology to audiences, stating: "Obviously, as Piers said, we are sorry that he has such a foul mouth. We do apologise for swearing."
However, Piers then challenged: "Was it swearing, really?"
When reminded that he'd already said sorry, he maintained: "Yeah but I didn't really mean it. It's not really swearing."
"I'm now on YouTube where I can say what I think," he added. "The problem here is, it's a little bit over sanitized."
This Morning airs weekdays from 10am on ITV1 and ITVX.
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