Craig Doyle left multiple ITV studios in shock as he made huge blunder on This Morning.
The Irish TV personality took to the iconic blue sofa alongside Josie Gibson for Thursday's edition (August 10) of the flagship ITV Daytime magazine programme.
However, events went off the rails during the daily handover with the Loose Women as Craig made a shocking "masturbation" revelation.
READ MORE: GMB suffers awkward blunder live on-air with Ben Shephard forced to intervene
The pair introduced Coleen Nolan for the preview of the daily panel discussion show where she asked: "When was the last time you 'master-dated'?"
"Brenda's at it right now," she continued as the camera cut away to her co-star Brenda Edwards, who was sitting backstage eating a meal from a bowl by herself.
Carrying on her link, she explained: "Well, apparently, dating by yourself is meant to have huge wellness benefits. So would you give it a go?"
After explaining more topics with the ladies, she threw it back to the presenting dup as she said: "So join Linda, Gloria, our 'master-dater' Brenda and me at 12:30pm."
However, nobody was prepared for what came next as Craig may have caught the wrong end of the stick with the graphic-like pun.
He proudly declared: "I know what you are talking about, I master-dated for 45 minutes myself last night," to screams, nervous laughs and audible gasps from both the This Morning crew and the Loose Women studio audience.
The camera also caught an open-mouthed Coleen with her jaw dropped and Brenda giving glaring eyes to the camera in utter bemusement.
However, he went onto explain that he was only purely talking about eating alone.
Craig explained: "I'm not a weirdo, I love eating on my own!" as the camera cut to a blushing James Arthur who was seen giggling whilst glancing at the crew.
Viewers went wild with excitement on social media at the surprising phallic-like afternoon revelation.
One wrote: "Craig #ThisMorning," alongside a GIF of Kenneth Williams with Hattie Jacques looking shocked in the classic film Carry On Camping with the caption, "Matron! Take them away!".
Another shocked viewer exclaimed: "Ha ha, they're talking about w***ing #ThisMorning."
"Please keep Craig on the show #ThisMorning," joked a third alongside two face of tears of joy emojis.
This Morning airs weekdays at 10am on ITV
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