Gino D’Acampo left This Morning's hosts Holly Willoughby and Phillip Schofield both stunned and amused when he told a viewer to have a threesome with their father to resolve a personal dilemma.
On Thursday the celebrity chef played agony aunt as he gave advice to viewers who had called and written in seeking answers to various problems.
One of the questions came from a man who explained that his wife was shouting out his father's name (her father-in-law) during sex.
Schofield and Willoughby initially hesitated to even read out loud the man's bedroom issue from their ipads.
But when they did, Willoughby recommended that the man have a chat with his wife to find a solution.
"A chat?" D'Acampo quipped, mockingly, before adding: "I do have a solution but I don’t know if it’s for This Morning."
To which Willoughby attempted to suggest he keep his advice to himself by responding: "Well if your alarm bells are ringing, I’d listen to them loud and clear."
However, D'Acampo couldn't hold his tongue.
He advised: "I think the only way to break this once and for all – threesome," to which Willoughby gasped in astonishment.
"Yes guys," he continued. "That’s the way forward, that is the way forward.
"Get your dad involved and see what happens. One way or another, it’s going to come out of your head."
Social media lit up following the moment. One viewer tweeted: "NOT GINO TELLING JOHN TO HAVE A THREESOME WITH HIS OWN DAD ON LIVE TV."
Another wrote: "This is the most hilarious thing I've seen in ages. Gino is out of control," while a third commented: "Did Gino just suggest incest?"
Despite the segment being controversial, it was perhaps a welcome distraction for Schofield and Willoughby following the backlash they received when they were falsely accused of jumping the queue to see the Queen lying-in-state.
Dubbed Queuegate, an online petition calling for the duo to be sacked from the ITV daytime show has now topped 75,000 signatures.
ITV have backed the duo, saying: “They did not jump the queue, have VIP access or file past the Queen lying in state – but instead were there in a professional capacity as part of the world’s media to report on the event.”
