Fresh from his near-swearing incident on This Morning, Gino D'Acampo hot-footed it down to the Loose Women studios to appear on the show for the 22nd time.
But he might not make it on a 23rd time after Ruth Langsford was forced to apologise for his comments not once, but twice.
He appeared alongside Ruth Langsford, Coleen Nolan, Denise Van Outen, and Jane Moore on the show to discuss the new series of Gino's Italian Escape.
But things quickly descended into chaos when they began talking about Mick Jagger, whose reported new girlfriend is 52 years younger than him.
"I think he should change his name to Mick Shagger," Gino said.
Despite the laughter of the audience, Ruth quickly added in: "I'm not sure if I'm supposed to apologise for that but I will."
A generic apology for anything in that chat that might have offended you.
At the very end of the show, Ruth once again said: "A generic apology for anything in that chat that might have offended you out there.
"These are not the views of Loose Women, or ITV, just our lovely guest Gino D'Acampo."
Viewers were also turned off when Gino started talking about his beard.
A few weeks ago, the chef was sporting some facial hair and had announced that his wife had told him unless he shaved it she would stop shaving too.
Appearing cleanly shaven today, Jane brought the subject up and Gino replied: "It went straight down there. When I say down there, my wife said: 'If you don't shave, I won't shave the bush'.
"It kind of went a bit wild down there. It was like Velcro."
Fans of the show weren't impressed with the way Gino was talking and quickly went on Twitter to express their disgust and demand he "respect his wife".
But not everyone was bothered by Gino, and there were plenty of people instead saying how hilarious they thought he was.