Ruth Langsford was forced to step in and apologise when This Morning’s new consumer expert swore during Monday’s episode.

During the live broadcast, Ruth and Eamonn Holmes presented a segment with guest Katie Morley, who spoke to viewers over the phone about consumer issues.

However, Katie got a bit too engrossed in one viewer’s story, dropping some language that’s not usually associated with daytime TV as she dished out her advice. 

Speaking to Lesley – a woman who had paid for a sofa earlier this year, only for the company to go into administration – Katie stated: “It’s been a right old time with this sofa, really bad timing for you that this company has gone into administration now.”

Lesley then explained that the sofa she’d paid for was to “replace a previous faulty suite”, saying that having “retired after 35 years in the NHS”, she decided to treat herself to an upgraded sofa.

“Oh I’m so sorry, darling, that’s shit,” Katie responded, quickly realising what she’d said, and adding: “Sorry! Sorry… that’s, that’s awful, isn’t it?”

Ruth then also apologised to viewers, stating: “We do apologise for that. We apologise for that.”

Fortunately, viewers watching along on social media seemed to see the funny side after the gaffe…

Ruth and Eamonn are currently presenting This Morning on Mondays through to Thursdays, while usual hosts Phillip Schofield and Holly Willoughby are on their annual summer break.

During that time, a string of guest presenters have taken the reins on Fridays, with Alison Hammond and Rochelle Humes winning praise from viewers for their stint last week.

This Morning airs every weekday from 10am on ITV.