BBC Breakfast presenter Bill Turnbull has made an embarrassing slip-up on live TV.
He appears to have said "c***" instead of "client" while referring to reaction to a public health story.
He quickly regained his composure and carried on with the rest of the broadcast.
Turnbull is not the only star to have accidentally used the c-word live on air.
Radio 4 Today programme anchor Jim Naughtie and TV presenter Andrew Marr both accidentally replaced the first letter of Culture Secretary Jeremy Hunt's surname with the letter "c".
Naughtie made the slip-up first, and then Marr followed suit.
Naughtie later apologised for his "Spoonerism" - in reference to Dr William Spooner who notoriously switched letters between words inappropriately.
He said: "Sometimes things happen in live broadcasting that you deeply regret. I hope that all those who were offended by what they heard realise it was completely unintentional."
Mr Hunt also commented, writing on Twitter: "They say prepare for anything before going on Today but that took the biscuit. I was laughing as much as u Jim or shld I say Dr Spooner."
So far neither the BBC nor Turnbull has commented on this morning's incident.
In a statement, the BBC said: "Bill unintentionally stumbled over his words and we apologise if any offence was caused."