Richard Madeley was criticised as he interviewed Britain's Got Talent Golden Buzzer act, Flakefleet Primary School during today's Good Morning Britain.
The schoolkids won over the judges with their dance routine to Queen's Don't Stop Me Now and managed to bag David Walliams' Golden Buzzer during BGT this weekend.
As they appeared on GMB alongside their headteacher David McPartlin - who led the routine - Richard told the group that their performance "wasn't perfect".
Richard - who also swore during the show - told the kids that their performance even made his wife Judy Finnigan cry.
He then told them: "It wasn't perfect," to which David replied: "It definitely wasn’t perfect. But that was the point."
Richard went on to talk about how the school is in a "heavily deprived" area.
After asking David if he'd had a "good education" and if he was "happy at school", Richard said: "You don't live in an easy area, I think 60 per cent of the kids in your school are on free school meals. It's a heavily deprived area."
David replied: "We don't make a big deal of the fact that Fleetwood has got its challenges but we are so proud of what we've got, we're such a close community."
Viewers watching from home were shocked by Richard's questioning and shared their thoughts on Twitter.
Richard Madeley's interview with the school kids was terrible.
One person wrote: "Just because a child might be on free school dinners doesn't mean their a little [expletive] Richard."
Another said: "Richard Madeley's interview with the school kids was terrible, saying their audition wasn't perfect!! #awkward #gmb."
A third added: "So, @richardm56 manages to swear on breakfast telly, and tells a group of primary school children their @BGT performance 'wasn't perfect'... Does this man have no filter? Is anyone else already missing @piersmorgan?! lol #GMB."
One tweeted: "We should be promoting free school meals not stigmatising them.. His interviews are dreadful. #GMB."
He asked Molly at what point she thought: "[Expletive] I won it?"
Richard later apologised for swearing and it appeared that he didn't realise he had said it.
He said: "Apparently I may have said the word beginning in S and ending in T. I didn’t realise I’d said it. I do apologise."
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