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Piers Morgan dropped from Good Morning Britain

Piers Morgan cannot appear on Good Morning Britain while he endorses the National Lottery, according to an ITV source.

The TV personality was set to take a seat opposite current hostess Susanna Reid for a second time this week while regular anchor Ben Shephard was on holiday.

However, an insider has divulged to British newspaper The Sun that because Piers signed a big deal to make a National Lottery advert, ITV have had to scrap his stint due to conflicts of interest. This is because stars cannot present a news show alongside making a profit from advertising, and the ad is currently airing.

“Piers was a great success when he last appeared on GMB and there have been ongoing discussions about him doing another stint," the source explained.

“We arranged for him to stand in for Ben Shephard for the first three days this week, but then we realised he had accepted a big-money deal from the Lottery."

The insider insists there's no hard feelings, and that relations with Piers are "still really amicable". The 50-year-old apparently understood the circumstances and will possibly appear on the show again in the future when he isn't busy promoting another cause at the same time.

He previously presented alongside Susanna in April, but his performance received mixed reviews from the public. French climber Alain Robert was one of the guests and swore during his interview, to which Piers responded with a laugh.

Ofcom got involved and while they didn't follow up on the matter, they did apologise for Piers' inappropriate retort.

"ITV broadcast several apologies very soon after the two instances of offensive language,” Ofcom stated.

"We did have concerns, however, that the effect of these apologies were lessened to a degree by the fact that Piers Morgan laughed after Alain Robert said 'f**king' for the second time and then further reacted, as ITV said, 'more humorously'."

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From Belfast Telegraph