Gino D'Acampo left the Loose Women panel red-faced when he made a rude joke about masturbation.
On Tuesday's show, the loose ladies had previously been discussing 'masterdating' - the act of going on dates by yourself - but Gino seemed to mishear what the conversation was actually about.
As he joined the panel, Gino gushed about coming on the show before dropping the bombshell.
He said: "Coming on Loose Women is great. The first thing I heard out there, something about masturbating?"
As the audience erupted into laughter, the panel were quick to correct Gino and all shouted "maturdating!" at him.
A confused Gino, 42, asked: "What is that?" to which guest panellist Mel B replied: "It's when you go to dinner alone or go to the movies by yourself."
Janet Street Porter asked Gino: "Do you do anything by yourself?"
And, of course, Gino's answer was what everybody expected.
He replied: "Masturbating."
I have just said something that everybody does it’s alright!
As Ruth Langsford attempted to move swiftly on, Gino said: "Is this live, right? I have just said something that everybody does it’s alright!"
Ruth finally managed to change the topic of conversation by talking about Gino's brand new book, Gino's Italian Adriatic Escape.
As Janet, 71, revealed she once visited Puglia in Italy and said enjoys swimming in the ocean there, Gino had a question for her.
Gino asked her: "Do Italian people try to kiss you there? Don't lie to me," to which Janet replied: "None of your business!"
Gino jokingly said: "You're always asking people questions about their business but when we ask about your business," leaving the audience cheering.
Speaking about filming his ITV series, Gordon, Gino and Fred: Road Trip, with Gordon Ramsay and Fred Sirieix, Gino recalled the moment they visited a nudist beach.
He said: "What do you do when you go on a nudist beach? Free willy," leaving the audience in hysterics once again.
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