The moment Holly Willoughby appeared to swear at Dancing on Ice co-host Stephen Mulhern during Sunday's show has gone viral online.
Willoughby - who has since broken cover with a social media post following the incident - let slip the supposed expletive after Mulhern made her jump live on air.
The Dancing on Ice duo were readying themselves to welcome Roxy Shahidi to the rink as they were delivering a piece to camera.
"Our next couple are taking on one of cinema's spookiest characters, Beetlejuice," Willoughby began as she teed up Shahidi's routine.
She continued: "Hoping to give their opponents the fright of their lives -"
Willoughby was abruptly interrupted by Mulhern screaming in her ear, causing her to jump out of shock.
Dancing on Ice swearing: Stephen Mulhern was told off by Holly Willoughby
ITV
The 42-year-old then muttered what a number of viewers deemed to be he word "f***" as she struggled to regain her composure.
Later in the show, Willoughby decided to address the moment and apologise if any offence was caused.
She said: "Now, a little bit earlier on, Stephen may have made me jump, and I think it may have sounded like a naughty word slipped out.
"I don’t think I did! But I’m sorry if that’s what you thought you might have heard, but I don’t think I did.
Holly Willoughby swears: Dancing on Ice host was caught off-guard by Mulhern
ITV
"I’ll watch it back on ITV player because that’s where you can watch these things back. But I’m sorry!"
Mulhern also addressed the moment as he quipped: "I get the blame for everything at the moment, I’m new!"
While Willoughby may not have felt she did swear, several Dancing on Ice viewers weren't going to let it slide.
"Holly Willoughby definitely just dropped an f bomb #dancingonice #doi," one viewer said alongside a laughing emoji.
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Dancing on Ice: Holly Willoughby and Stephen Mulhern addressed the moment later in the show
ITV
A second added: "Haha Holly definitely called Stephen a f****r #dancingonice #HollyWilloughby."
"Is Holly dropping F bombs on dancing on ice?? #dancingonice #HollyWilloughby #itv," a third asked while a fourth said: "Oops #HollyWilloughby. Despite denying it, the proof is there!!!"
Meanhwile, a fifth weighed in: "Ha!! Holly Willoughby just said F*** live on tv on #DancingOnIce. Well done Stephen."
And a sixth wasn't convinced by the apology: "Holly you can deny swearing all you like but that was DEFINATELY an f bomb!!!! #DancingOnIce." (sic)