This Morning has had its fair share of funny moments, but viewers were divided over whether Monday's episode was funny or just plain rude.
Presenters Phil Schofield and Rochelle Humes were mediating a debate on whether sex toys should be sold in Sainsbury's.
They had two guests on the sofa, TV star Vanessa Feltz arguing that it was outrageous, and journalist Rebecca Reid insisting that it's fine.
Phil, 56, seemed to be on Rebecca's side and viewers were horrified when he grabbed the example sex toy and said loudly: "It's not as if there's a great, big, buzzing dildo on the shelf, is there?"
He then dropped the vibrator, looking awkward as he giggled and joked: "It vibrated out of my hand."
Twitter was divided by the shocking moment, with many cross at the debatable language.
I laughed almost through the whole debate.
One wrote: "What’s the point in a watershed if children are seeing this?" Another added: "'A great big buzzing dildo' ffs Phil this is too much for a Monday."
Others thought it was hilarious, with one joking: "A great big buzzing Dildo! Words I never thought Phil would utter.... Gordon the gopher will be spinning in his grave."
Others tweeted that Phil was the "Buzz of the town now." While another viewer wrote: "Phil was so funny today."
A fourth added: "I laughed almost through the whole debate. Phil's face when he knew he got to say Dildo".
The dad-of-two is not one to hold back, and just last week he clashed with another guest over whether kids should be allowed to go on dates.
In a debate with journalists Julia Hartley Brewer and Nilufer Atik, he told a cute story about dating as a child.
He explained: "When I was eight there was someone at school I quite liked. My folks set up a little table in the sitting room and she came round.
"It was like a restaurant and my mum came in and we sat down and we talked about school. There was nothing else other than the fact that I quite liked her. Nothing entered my head."
We will never not enjoy Phil Schofield wading into debates like these. But maybe keep the graphic, dildo chat to a minimum in future, eh?
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