This Morning host Ben Shephard was forced to issue an apology at the end of the show after a remark made by a guest earlier on in the ITV programme

This Morning swiftly tackled a comment made by a guest earlier on in the show.

As the programme was drawing to a close, host Ben Shephard stated: “We just want to take a moment to apologise if viewers were offended by a phrase that we used, by one of the teams that we had on the show today.

“If anybody was, we would like to say sorry.”

The moment of contrition followed a segment where Gyles Brandreth and Sayeeda Warsi were discussing topical stories.

Sayeeda had remarked during a chat about the social role of hairdressers, reports Wales Online.

She said: First of all, hairdressers are the place people go and offload. For a lot of people, especially older people, hairdressers are one of the few places where they still get regular company.”

“They don’t have a lot of human contact, many of them who may be living on their own. Particularly for black men or coloured men, or Asian men, I know I have doctors who say when men of certain backgrounds come in to hospital and you talk to them about how much pain they’re in, they always undersell because they’re brought up to not share their feelings and to try and be tough.”

Viewers rapidly moved to express their dismay on Twitter regarding the choice of words.

One viewer tweeted: “‘Coloured Men’, it’s 2025, this type of language!!!” While another challenged: “”Coloured men” What colour were they? #ThisMorning”

One viewer expressed their outrage, stating: “‘Coloured Men’ it’s not the 50s 60s 70s ffs how has she not been reprimanded.”

Another chimed in with: “#thismorning coloured men? ! How is this allowed and you’ve let her keep talking?!”.

A social media user questioned: “How is it acceptable for Sayeeda to say” coloured men”? @sayeedawarsi #thismorning.”

While another was shocked, tweeting: “Coloured men”??Did she just say that on national TV like it’s nothing?””

This isn’t the first time This Morning has faced a backlash from its viewers, as earlier in the week, many labelled one segment ‘cruel’.

On Monday, Cat and Ben were joined by two dogs and their owners, who had participated in this year’s annual Greenwich dog show.

However, they competed in a new category introduced for 2025, the Best Bridgerton Lookalike.

Appearing on the ITV programme, the dogs were dressed in costumes complete with wigs while their owners discussed the competition.

Despite many viewers expressing anger at seeing the dogs in costumes on the show, the two hosts addressed the potential criticism they might face.

Cat pointed out how content the dogs seemed, while Ben added: “There will be people asking, ‘Are the dogs happy?’ because dressing dogs up can sometimes get some criticism. Are they happy wearing the outfits? She seems pretty unbothered.”

Charlotte’s owner responded: “She’s pretty used to wearing clothes in general; when we go out, I tend to dress her up and try to coordinate our outfits.”

This Morning is available to watch on ITVX.