Things became seriously awkward on This Morning today when Eamonn Holmes and Ruth Langsford found themselves in a mini-argument live on air.
The presenting pair were interviewing former local councillor Karen Danczuk who recently signed up to a pay-per-view site which offers racy pictures of her along with live political Q&As.
The website allows Karen to charge viewers £150 to see her risqué photos and she later revealed she has earned a whopping £10,000 from the business venture.
But as Eamonn and Ruth quizzed the guest on her unusual day job, it became clear they didnt exactly agree on the subject.
While 59-year-old Ruth made her apprehensions clear, her husband said he thought there was nothing wrong with the scantily clad snaps.
Eamonn then hit out at his wife, insisting that if Karen was a guest on Loose Women the panel would describe the photos as empowering, adding that the only difference was the lack of a #WomensEmpowerment hashtag.
As you can imagine, this didnt go down very well with his wife and viewers couldnt help but notice the uncomfortable moment between the pair.
“Love the fact Eamonn just burned not only Ruth but loose women #ThisMorning,” one wrote on Twitter.
Another added, “Just me or a lot of difference of opinion between Ruth & Eamonn today? #ThisMorning.”
Although some ITV fans werent very impressed with the on-air squabble, as another Tweeted, “So fed up of Eamonn and Ruth bickering and talking over each other! Time for new presenters! #ThisMorning”