Succession actor Brian Cox said ‘excuse me’ to the Loose Women panel before turning the air blue during a spirited chat on Wednesday’s edition of the ITV show

Loose Women’s Jane Moore was forced to apologise in the middle of the Wednesday instalment of the daytime show, after Brian Cox swore on live TV.

The powerhouse actor appeared on the ITV studio to discuss his tell-all memoir Putting the Rabbit in the Hat, which is being released with a new addendum.

The book chronicles the actor’s journey from humble beginnings in Dundee Scotland to becoming the toast of Hollywood thanks to his Emmy nominated role in hit drama Succession.

Sitting in between Jane Moore, Katie Piper, Janet Street-Porter and Linda Robson, the Succession star went on to chat about the hit HBO show and his 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.

The powerhouse actor appeared on the ITV studio to discuss his tell-all memoir ( 
Image:
ITV)
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.”

Loose Women’s Jane Moore was forced to apologise in the middle of the Wednesday instalment ( 
Image:
ITV)
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.”

He said: “I can’t believe we’re still in the same, excuse me, s*** that we’ve been in time and time again.” ( 
Image:
ITV)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 sharing with 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.