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The two pals and co-hosts were having their usual light-hearted banter when Dermot raised his glass of water and ironically said 'such a b*tch' in response to one of Alison's jokes.
Alison was clearly caught off-guard by the joke and immediately apologised to viewers, closely followed by the former X-Factor host, who also said sorry.
Viewers at home were loving the exchange and while some thought the current heatwave made them hallucinate the joke and rushed to social media to ask if it actually happened.
One Twitter user joked: "Have I got heatstroke or did Dermot call Alison a b*tch on @thismorning What just happened?!"
Another This Morning viewer shared: "Dermot saying 'such a b*tch' and Alison trying to not laugh is getting me through the heatwave #thismorning".
I doubt they’ll top Dermot calling Alison a bitch on live TV so I’m off out to catch some rays #ThisMorning— Traylor Holmes (@TraylorHolmes) July 18, 2022
Have I got heatstroke or did Dermot call Alison a bitch on @thismorning What just happened?!😅— Suzi Wild (@suziwildcomedy) July 18, 2022
Dermot calling Allison a bitch on live tv is the highlight of my day #thismorning love them both 😂😂— jadecjordan (@jadecjordan1) July 18, 2022
The Twitter reactions kept rolling in, with viewers using the laugh-crying emoji to express the hilarity of the faux pas. "Dermot calling Allison a b*tch on live tv is the highlight of my day #thismorning love them both," a third Twitter account quipped.
In a state of utter disbelief, a viewer reacted on social media with: "As if dermot just said b*tch on this morning".
While someone else was convinced the ITV morning programme would not be able to surpass the impromptu moment during today's show. "I doubt they’ll top Dermot calling Alison a b*tch on live TV so I’m off out to catch some rays #ThisMorning," they wrote.
This is not the first time Dermot and Alison have had a hilarious moment live on telly. The 49-year-old was left red faced after accidentally revealing a secret about Alison's dating life during an episode back in May this year. Watch below.
Dermot said the 47-year-old TV icon was 'not available' after calling her 'a catch'. Alison, who was bemused by Dermot's comment, quickly responded: "I'm available".
"Now I'm really confused," Dermot responded, apparently referring to someone Alison might have been dating behind the scenes. "I thought you weren't available!'
"Is there someone in my life?" Alison asked.
"I think so," Dermot replied.
Alison later admitted that there is 'someone' in her life as she jokingly scolded Dermot for 'telling the whole world’ her secret, with Dermot admitting: “I feel like I’ve gone down a rabbit hole…”
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This Morning airs at 10:00am on ITV1 and ITV Hub.