Piers Morgan has hit out at Loose Women, branding the panel show “sexist”.
The Good Morning Britain presenter erupted into a rant on gender issues after a London Fire Brigade spokesperson criticised cartoon Fireman Sam for referring to firefighters as “firemen”.
The organisation said that “stereotypes influence their thoughts” and could hinder women from taking on the role.
Morgan was left feeling unimpressed, and went on to hit out at Loose Women, claim that sexism was “only a problem” when referring to a male-led show.
Referring to the talk show, he ranted: “How can I be a loose person if I watch Loose Women? Because it is actively discouraging men from being loose, so therefore it's sexist.
"As always it's fine to have female branded things, it's only the other way round when it's a problem.
"Fireman Sam? Evil. Postman Pat? Evil. And don't even get me on his black and white cat, which is doubly racist."
However, his co-host Susanna Reid was quick to highlight that the show has male guests on regularly and that they “haven’t banned men”.
This is not the first time this week Morgan has landed himself in hot water with controversial comments.
He joked he will now identify as the singer to claim royalties after Smith revealed he is non-binary.
Jamil, who conducted the original interview with Smith, slammed “s*** stain” Morgan, accusing him of spreading toxic ideas.
However the TV host was quick to respond: “Appalling that you just assume I am identifying as male tonight.”
The debate came after Smith told Jamil that he identifies as neither male nor female, saying he sees himself as his “own special creation”.
Piers Morgan - In pictures
