Brian Cox appeared on Loose Women on Wednesday lunchtime to discuss his tell all memoir, before letting slip a swear live on air.
Loose Women panellist Jane Moore had to apologise for the Dundee born actor's bad language on the daytime show, telling viewers he had to 'wash his mouth out' on the break.
The Succession actor appeared on the ITV show to discuss his new tell all memoir, Putting the Rabbit in the Hat, which is being released soon with a new addendum.
The book details the 75-year-old actor's journey from his Scottish humble beginnings, to becoming a Hollywood powerhouse actor thanks to his Emmy nominated role in hit drama Succession.
As reported in The Mirror, the actor was sitting with Jane Moore, Katie Piper, Janet Street-Porter and Linda Robson as they chatted about the hit HBO show and Cox's portrayal of sweary media tycoon character Logan Roy.
Host Jane asked the 75-year-old whether the fictional CEO of the media conglomerate Waystar Royco is the closest character to his own personality.
Brian replied: “I wouldn’t say that. I have an empathy for Logan Roy. I think he’s a little misunderstood. He’s a self-made man.
“He probably started off on one side of the political spectrum and ended up on the other side of it through experience and disappointment.”
He added: “The one thing we share in common is a disappointment with the human experiment. We do believe that. Look at the current crisis we’re living in.”
He then cheekily added: “I can’t believe we’re still in the same, excuse me, s*** that we’ve been in time and time again. We’re repeating.”
Afterwards, host Jane Moore interrupted the actor and turned to the camera to apologise.
“This is daytime television. Apologies.” She then added with a smirk, “Mr Cox is going to go wash his mouth out after the break.
Brian replied: “Sorry - at least I’m not saying the ‘f word’,” before Janet turned the conversation back to HBO’s Succession.
She asked: “I was going to say, do you swear as much as your screen character?”
Brian laughed replying: “I do now. I didn’t used to, but I do now. It’s totally infectious.”
Brian landed himself in similar hot water on ITV’s This Morning at the end of last year, when Phillip Schofield issued an apology to viewers after Brian swore during a chat on the live TV show.
The star appeared on the ITV to discuss his new autobiography, named Putting the Rabbit in the Hat, that will be released in January.
The interview began with Brian telling This Morning hosts Holly Willoughby and Phillip the importance of him being true to himself when penning his book.
And as he shared how he wrote from the heart, he revealed how at the age of 75 he wasn't going to be "p***ing around too much" when it came to getting everything down on the page.
Loose Women airs weekdays at 12.30pm on ITV.
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