Eamonn Holmes shocked viewers of This Morning after he asked a female sex addict why she "doesn't make a business of it" and turn to prostitution.
The ITV presenter questioned Crystal Warren - who claimed to have slept with more than 1,000 men - on whether she'd ever thought of "charging for it" on Tuesday's programme.
Holmes casually enquired: "If you need this five or six times a day, have you never thought about making a business of it?"
Warren replied: "What, becoming a prostitute?
"Then it becomes a business, then I become maybe like a robot. This way I am enjoying it, I do it when I want to do it, I get to choose who I sleep with."
However, Doctor Thaddeus Birchard, who specialises in sex addiction, told the Daily Mail: "It was an irresponsible comment."
He added: "It shows no understanding of the true nature of sex addiction."
Holmes' foot in mouth comments come after he told a rape victim "I hope you take taxis now" during an episode of This Morning in October 2011.
Viewers reacted to his gaffe on Twitter yesterday, one wrote:
And another said: