Richard Madeley was forced to apologise on Monday's Good Morning Britain after using the wrong pronouns for non-binary singer Sam Smith.
During the latest episode, the presenter, 66, was debating with co-host Susanna Reid, as well as two guests, the singer's, 30, who uses they/them pronouns, new music video I'm Not Here To Make Friends as to whether it was "empowering or offensive".
The video has divided social media users as Sam dances provocatively in corsets, suspenders and nipple tassels – with loyal fans since leaping to the singer's defence over the scenes pointing out other music videos have been just as racy over the years.
Talking about the scenes in the music video, Richard accidentally used the wrong pronouns for Sam, prompting co-host Susanna Reid to jump in.
Susanna, 52, said: "Remember that Sam Smith uses the pronouns they!" to which Richard apologised, saying: "They, yes, sorry!"
Later, Richard made another mistake as he used the wrong pronouns for their guest, who was part of the debate, as they said: "They! I use they/them pronouns" with Susanna also pointing it out.
With Richard quickly apologising, saying: "I am so sorry! I will learn to do that."
Sam announced in 2019 that they were changing their pronouns to "they/them" after a "lifetime of being at war with my gender", adding: "I’ve decided to embrace myself for who I am, inside and out."
Only recently the singer said in an emotional interview with Apple Music 1: "What people don’t realise with trans/non-binary people in the UK is it’s happening in the street. Like, I’m being abused in the street verbally more than I ever have."
Sam added: "Someone spat at me like in the street. It’s crazy," continuing: "‘It's just so sad like that we’re in 2023 and it’s still happening. It’s exhausting."
Good Morning Britain continues on weekdays at 6am on ITV.
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