“I’M NOT TAKING THIS BACK — NOT TODAY, NOT EVER.” Lulu’s voice cracked through the studio like a lightning strike — and within seconds, This Morning was thrown into complete chaos. Producers shouted. Cameras swung. Ben Shephard froze. And then came the moment that stopped the entire broadcast: “I’M SO, SO SORRY!” Ben blurted out, his face pale, forced into an on-air apology as Lulu’s shocking behaviour spiraled far beyond anything ITV expected. Viewers were stunned. The crew was rattled. And Ben? He desperately tried to steady a show that had just slipped out of his control. Social media erupted within minutes — calling it the wildest live TV meltdown of the year.

This Morning host Ben Shephard forced to apologise after guest Lulu swears live on air

This Morning descended into chaos on Wednesday

Wednesday’s instalment of This Morning was brought to a dramatic halt after a guest swore on live TV.

Singing sensation Lulu appeared on the show alongside Ben and his co-host Cat Deeley when she made the mistake.

Lulu appeared on This Morning on Wednesday (Credit: ITV)

Ben Shephard halted This Morning to make an urgent apology after Lulu dropped the F-bomb while making a tragic admission.

The 76-year-old singer was discussing her battle with alcoholism when she swore while quoting her friend Sir Elton John.

“My son didn’t know, he said: ‘Wait a minute, Mum, are you sure?’ and Elton said: ‘How the [bleep] did I miss that?’”

Ben apologises for Lulu’s swearing

Ben jumped into action after Lulu’s blunder, telling ITV viewers he was sorry.

“Elton has an interesting vocabulary, we need to be quite careful because it’s quite early. Apologies, you’ll understand that it was Elton saying that and not Lulu.”

Looking red-faced, Lulu added: “I’m so sorry, I am so sorry. Also, it’s me trying to push the story. How did I miss that?”

ITV viewers couldn’t believe it

Taking to X (formerly Twitter) after the F-bomb, fans couldn’t quite believe what they’d just heard on live television.

“Did Lulu just drop F bomb ? I thought my ears were deceiving me #ThisMorning,” one said.

Another added: “Lulu casually dropping the F bomb on #ThisMorning.”

A third penned: “It’s okay, Lulu. Us watching say [bleep] quite a lot. #thismorning”

Sharing the clip of the moment, another said: “For those that didn’t catch it, Lulu saying [bleep] on daytime tv #thismorning”

One was clearly a fan of the blunder, admitting: “I feel like Lulu should just be given her own slot on here. #ThisMorning.”

Fans couldn’t believe what they heard (Credit: ITV)

Lulu’s heartbreaking admission

Despite swearing, Lulu did go on to tell her devastating story on This Morning. She’s been sober for more than a decade, but recalled being “ashamed” before.

“I was very secretive, I was so ashamed of it. I would go out and have a drink, a couple of drinks,” she told Ben and Cat.

“I would go home, and have another drink. You know you’re an alcoholic if you can’t stop. I have a lot of friends who have a drink and say: ‘Oh I’ve had enough,’ but I couldn’t do that.

“I was a highly-functioning alcoholic, that’s why nobody knew. I would fall asleep sozzled. I’d set the alarm, wake up for work the next day, brush myself off and go to work.”