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Piers Morgan left Good Morning Britain viewers in hysterics on Wednesday as he referred to himself as a "b*****d" live on air.
The 55 year old sparked a debate about tattoos in the workplace on Tuesday's episode of the hit ITV breakfast show, which spilled into the following day's coverage.
Controversial host Piers hit out at a headmaster who has a sleeve tattoo, saying he doesn't think people in charge of educating children should be allowed inked skin.
But he left viewers open-mouthed over their breakfast on Wednesday when he suggested he should get an explicit tattoo on his forehead.
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He explained his position on the argument, saying: "It's about teachers. Should teachers have sartorial standards which includes inking their bodies? Because they are role models who set an example to children in the schoolroom and I'm not sure they should, personally."
Piers then went on to read out a comment from a viewer, which said: "I think Piers should have a tattoo live on the show. Why? Why would I do that? What would I put? 'Legend' across my forehead?"
His co-host Susanna Reid then interjected: "Oh, something else across your forehead," to which the Life Stories host replied: "b*****d," leaving crew members in fits as he placed a hand over his mouth.
He continued: "I like saying it, and then everybody goes: 'Oh that's outrageous,' and then they literally call me it all day long."
Viewers rushed to social media to pick up on the moment, with one writing on Twitter: "Saw B*****d trending. Was not disappointed to see it being directed at Piers."
A second wrote: "As if Piers Morgan said b*****d on Good Morning Britain."
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While a third chimed: "You know when #b*****d is trending it must have something to do with Piers Morgan."
Another wrote: "I think 'b***-**d' would be a great thing to tattoo on your head Piers!"
A final viewer commented: "Piers Morgan on GMB just asked if he should have b*****d tattooed on his head. Yes, yes you should."
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Piers' hilarious slip-up comes after the much more serious news that he has had a panic button installed in his home by police after receiving death threats.
His wife, Celia Walden wrote in her column for the Telegraph of the ordeal: "It was only when I was told my phone number would be listed with a 'rapid response' unit specialising in death threats, and a security engineer came to install a panic button by our bed that would have the police there within four minutes, that a trembly feeling started up in my stomach."
Good Morning Britain airs weekdays at 6am on ITV.
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