Good Morning Britain fans were left with their heads in their hands on Wednesday as Piers Morgan asked a guest to help him gain more followers on Instagram.
Piers, 55, was back on our screens today alongside co-star Susanna Reid to present the ITV breakfast show.
The hosts welcomed former monk turned British vlogger Jai Shetty to GMB this morning to discuss his new book Think Like A Monk.
The 33-year-old global phenomenon counts some of the most famous faces in the world as his friends and Piers wanted to get in on the action.
Jai's videos online have gained more than 6.5 billion views, and he had the number one video on Facebook in 2018 with 360 million views.
The star boasts 6.7 million followers on Instagram and Piers shamelessly asked him if he could give him a help in hand to increase his 1.2 million follower count by giving him a shout out on the photo-sharing site.
ITV viewers rushed to their keyboards to slam Piers for being "a beg" during the interview with Jai.
Taking to Twitter, one fan moaned: "Do please stop a**e licking. I'm bored now Piers. Go get a room with him."
Another ranted: "How much a**e licking can I take. It's the Piers Morgan self appreciation society."
A third said: "Desperate Piers."
While a fourth penned: "f**king beg. Pass me the sick bucket."
Jai is a Huffington Post blogger and also creates videos on topics which include relationships, wellness, mental health, and purpose.
In April 2019, he was honoured with the Outstanding Achievement Online Award at The Asian Awards went on to win the Best in Health and Wellness at the 11th Shorty Awards a month later.
Elsewhere on the show, Piers reignited his feud with the Kardashian-Jenner family following the news that Keeping Up With The Kardashians has been scrapped after 14 years.
The former newspaper editor called Kim Kardashian and her famous relatives "dumbo bimbos with no brain cells".
Piers raged: "A bunch of very, very average looking dumbo bimbos have taken us all to the cleaners and made billions out of prancing around and doing this.
Good Morning Britain airs weekdays on ITV at 6am
- Good Morning Britain
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