The Money Saving Expert is famous for his passion about finance and debt, and he's well-versed when it comes to TV appearances - so today was a shocker.
On this occasion though he lashed out in a rant about payday loans.
The expert even warned viewers about what was coming next, when he quipped: "Excuse the vernacular."
He said, "There are late night gambling adverts and there were many people who - if you excuse the vernacular… people who were [bleeped] at night."
Without pausing to take a breath he continued: "They saw [payday loans] as instant money and started to borrow when drunk… that's not acceptable…"Phil and Holly were a bit taken aback, and while Martin continued chatting, Phil patiently listened before turning to the camera and mouthing the word 'sorry' to viewers.
A candid apology for the casual swear word, but viewers were quick to pick up on the naughty faux-pas, sharing their thoughts on Twitter.
A second added: "Did Martin just say [bleeped]!? Ofcom hello!!!!"
One viewer couldn't believe their ears, and stated: "Did Martin Lewis just swear?"
While another commented how ITV should fire him: "Martin Lewis swearing live on TV. Naughty. Sack him immediately."
Another observed wryly: "The @itv swear jar must be full today four live swearing occasions across @itv daytime @GMB."
Leaving no doubt to the reference of the earlier swearing on ITV by Sharon Osbourne.
Piers jumped up with an apology, saying: "We just have to make an immediate early apology for some profanity we heard earlier."
Being put in her place Sharon quickly replied: "I am so sorry I didn't know we were on air."
Did you hear all of the [bleeps] today? Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think of this story.