Presenters had to broadcast repeated apologies after an outbreak of bad language turned Loose Women into loose tongues.
Alex Reid, the former husband of Katie Price, slipped up twice when he appeared as a guest on the ITV1 discussion show.
And then moments later Dragon's Den star Hilary Devey prompted a third apology when she too uttered a swear word.
Speaking about her BBC series in which she appears with four other business investors, she said: "Can you imagine standing in front of us five. These poor people are stood there thinking 's***'.
It led to a further apology from presenter Andrea McLean who had already been in overdrive thanks to Alex's appearance.
He swore as he spoke about how he and his partner Chantelle Houghton found their relationship under constant scrutiny.
The cage fighter also spoke about his new single Stardust, which he said was "all about my love for Chantelle". And he said he would consider performing in the Eurovision Song Contest, following the UK's disappointment with Engelbert Humperdinck finishing 25th out of 26 acts at the weekend.
He said of his track: "To me, that's as good as any of the other music out there at the moment in that genre. I would definitely do Eurovision."