This Morning viewers were unimpressed by Hayley Hasselhoff's comment to a widow during the fashion segment today.
Hayley, the daughter of David Hasselhoff, was hosting the fashion segment about undergarments that will cover and shape your body.
Noreen appeared on the show to gain some self-confidence back after having a difficult time following a mastectomy after a breast cancer diagnoses and losing her husband.
Noreen modelled a £20 Debenhams waist cincher and John Lewis bra as Hayley gushed over how great she looked.
"Not only has she had a part mastectomy from breast cancer but she's lost her husband."
Holly said: "I'm really sorry to hear that."
As she went on to explain Noreen's shape wear, Hayley said: "We are here today to try and find you that self-confidence and love your body again. Do you feel great?"
Noreen replied: "I do. I feel great," to which Hayley said: "I know you feel a bit shaken up. But let's applaud you for being here today."
Hayley then said: "Can we please talk about how great your bosoms look though. Your hubby up there is looking down saying 'why am I not here today?' Look at these bosoms!"
Talking about that lady's husband like that... wasn't awkward at all.
Phil then walked over and hugged Noreen before she left the stage.
Viewers were stunned by Hayley's comment and shared their thoughts on Twitter.
One person said: "#ThisMorning that poor woman looked so close to a breakdown. Who let that woman continue to remind her on live TV that her husband isn’t here."
Another wrote: "Her husband is looking down and thinking wow why am I not here today? I doubt he chose to die Hayley.. also way to remind her that her husband is dead #thismorning."
A third added: "Talking about that lady's husband like that... wasn't awkward at all."
A fourth ranted: "#thismorning - did that underwear woman just say to one of the women she had great boobs and she bets her dead husband is looking down and wishing he was down here???
"How totally insensitive! If a man had said that to a woman I’m sure there would be hell to pay!"
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