Overview
- Piers Morgan swore during a live debate on men's mental health and toxic masculinity, interrupting guest Ashley James by saying "bulls**t."
- He immediately covered his mouth and apologised on air, mimicking a host apology before the segment moved on.
- Hosts Ben Shephard and Cat Deeley apologised to viewers and said Morgan would not be invited back for at least three weeks.
- After the segment, Morgan questioned whether his remark counted as swearing, said he "didn't really mean it," and contrasted TV rules with his YouTube freedom.
- Viewers posted angry reactions on social media, citing the sensitivity of men’s mental health and criticising his appearance on the programme.