LORRAINE presenter Ranvir Singh lost her composure in a fit of giggles after a guest made a rude blunder on the show this morning.
Dr Amir Khan, who is a celebrity doctor, joined the ITV host to talk about how Viagra might positively affect memory.
He was midway through discussing new research which has shown that men who use the drug might have a better capacity for remembering events when the GP made a Freudian slip.
Turning to Ranvir, he added: "Now there is something else as well" before accidentally calling her Viagra.
Dr Amir immediately rushed to correct his mistake, laughing: "Viagra! I called you Viagra! Ranvir, we're talking about Viagra, sorry."
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The Good Morning Britain anchor was left in fits of giggles as the medical professional attempted to continue with the news segment.
He also appeared to be struggling to keep a straight face, and his voice kept cracking as he tried to stop laughing while he added: "Viagra has improved memory in men who take it regularly."
"It might have improved your memory a bit too much!" Ranvir joked.
Although the presenter handled the situation with grace, it seems the mishap was playing on the doctor's mind all morning as Ranvir later received a text from him while still on air.
She read it out to her live audience, saying: "Just got a message from Dr Amir saying 'Ranvir, I'm so sorry I called you Viagra.'
"Apology accepted, I've been called worse!"
One viewer took to social media to share that the blunder had made their morning.
Another added: "And let's not forget how Ranvir Singh's reaction was just priceless, like she couldn't even comprehend what the hell just came out of Dr. Khan's mouth. Because, you know, nothing says 'professional journalism' like getting called a little blue pill on live TV.…"
Ranvir has been standing in for Lorraine Kelly on the chat show, as the Scot enjoys some time off work.