Gino D'Acampo caused a stir among ITV's This Morning viewers with comments made to Holly Willoughby during the show's Christmas special.
Several viewers have accused the celebrity chef of lowering the tone of the daytime TV show on Christmas Day.
Gino, 45, has appeared on This Morning since 2009 and is known for his bubbly and comedic personality.
One viewer said: "He just can't resist any opportunity to be smutty!"
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The specific comment Gino made to cause the uproar was during a game the presenters played involving a pen and a bottle.
Former Big Brother star Josie Gibson had joined Gino, Holly, and Phil Schofield on Saturday to play too.
The game involved each presenter attaching a pen to a piece of string tied at the other end to their belts.
Each presenter would then take a turn at lowering the dangling pen into an open bottle by squatting down with the pen between their legs.
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As Holly attempted to lower her pen into the bottle, Gino made his saucy comment that caused some viewers to spit their wine out.
He said: "Holly, I'll give you £10,000 if you make the bottle disappear."
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Holly laughed in response but everyone else either ignored or missed what Gino had said.
Instead of leaving it at that, Gino couldn't help himself but go in for another strike as Holly continued to lower her pen into the bottle by squatting down.
This time Gino said: "Holly, I'll give you £20,000 if you make the bottle disappear."
This time Holly couldn't help herself but respond to Gino's lewd tease.
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Laughing, she said: "No, stop it."
Many viewers found Gino's comments inappropriate for a daytime show, despite Holly's light-hearted reaction.
One said: "Phil & Holly totally ignoring Gino D'Acampo when he told Holly that he'd give her £10,000 if she could make the bottle disappear.
"He just can't resist any opportunity to be smutty!"
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Another said Gino had been a bit offensive in his comment about Holly making the bottle disappear on the holiest day of the year.
Someone else even suggested dropping Gino from the show he's appeared on for 12 years.
"Time this unnecessary content & those who deliver it are dropped from a daytime show."
At least some people watching on Christmas Day were able to laugh over the festive episode.
One viewer said: "Can't believe Gino just said to Holly I'll give you 10 grand to make the bottle disappear."
Featured Image Credit: ITVTopics: This Morning, Holly Willoughby