ITV This Morning outrage as guest's tribute to WWII veteran family member 'disgracefully' cut off: 'Unbelievably disrespectful!'

As the clock neared 11am, Ms Deeley and Mr Shephard directed viewers towards live feeds of The Cenotaph and other landmark locations where the two-minute silence was being observed.

But it was upon the cameras' return to the studio soon after that the complaints began to flood in.

"It is the 11th of November, Armistice Day, of course, and as we approach 11 o'clock, it's time to join the nation in a two-minute silence to reflect on the service and sacrifices of the armed forces both past and present. We'll see you shortly," Mr Shephard said as he cut to the feeds from across the country.

Once the poignant silence was over, Mr Shephard took over: "The parade is now over. Such a moving moment.

"Whether we do it more than once a year, but particularly on Armistice Day at 11 o’clock, to stop just for those two minutes, Nick, just to take a moment to pause and think about past and present servicemen and women. It’s so important."

Mr Ferrari weighed in: "You’ve nailed it. I decided to send a reporter out for LBC, and deliberately stop people aged between 18 and 25. And my reporter, she was wearing a poppy, and asked, 'Do you know the significance?'

"And so many people said, 'Isn’t it to do with the First World War or something?' And it’s not. It did, of course, originate there, but it’s Afghanistan, it’s Iraq, it’s the soldiers who come back with life-changing injuries, it’s for their families.

"So it’s not just remembering the incredible bravery of the First World War and those poor, mostly young men who went to their deaths in the trenches, it is the Second World War and every other conflict.

"That is why it is so key. That is what we’ve just spent two minutes remembering," the broadcaster added, prompting Mr Shephard to turn to Mr Ferrari's fellow guest, Ms Sodha.

Mr Shephard said: "The poppy appeal is such a vital part of the Royal British Legion and what they do. And as Nick pointed out, it’s not just for the servicemen and women who have lost their lives, it’s for their families, the people left behind, a moment for them to be able to feel connected to their families."

Ms Sodha agreed: "Absolutely. And I think the longer that time goes on as well, because it’s absolutely about all the war, all the military action that British service people have been involved in.

"But, one thing I’m very aware of is that as time goes on, we’ve got fewer and fewer living survivors of the Second World War. And so it becomes, I think, even more important that we join together in an act of national remembrance."

Explaining why the day meant so much to her personally, Ms Sodha went on: "My grandfather fought in the Second World War. He fought for the British Indian Army. This was before he immigrated to East Africa, and then my mum and her family immigrated over here to the UK.

"So it’s an immense source of pride for me. And I always think about what my grandfather was doing in the 1940s. So yes, I think it’s an incredibly important moment."

Ms Sodha went on to reveal that her four-year-old nephew took part in his first Remembrance Day parade over the weekend, prompting her to say: "It just makes you feel that in this country, we do remembrance in a way that brings together people of every generation."

Mr Ferrari then decided to share the story of his own familial ties to the poignant day. "Well, I was thinking of Dad, because I’m the next generation up. So my dad served in the British Army. And even my mum served," he pointed out.

As a photo of Mr Ferrari's mum appeared on-screen, the LBC presenter explained: "That’s Joyce — that’s Joyce Ferrari, my mum. And she had to do her bit, as everybody did. She couldn’t get into the Army, so that’s actually the uniform of the Kent Police, because it was difficult—everybody had to do something.

"And my mum, Joyce, served as the sort of liaison officer with the Home Guard. And so when she watched Dad’s Army, she thought it was more of a documentary or something."

As the quartet of This Morning stars began to chuckle, Mr Ferrari's story was abruptly cut short, with the ITV show cutting to an ad break without so much as a warning.

And when the programme returned following the commercial break, there was no mention as to why Mr Ferrari's tribute was cut off, or - as some viewers demanded - an apology.

As a result, several took to social media to express their dismay at the decision. "@ITV cutting off @NickFerrariLBC while talking about his incredible mom and others who have served us all feels s***. #ThisMorning," one X user put it.

A second weighed in: "That was unbelievably disrespectful @ITV @thismorning @NickFerrariLBC paying tribute and you cut him off for adverts. RUDE #ThisMorning."

"It was dreadful," a third replied, while a fourth said in a separate thread: "Wow what a disrespectful cut away from the armistice day commemorations... Not even an acknowledgment or apology? @benshephard #ThisMorning."

"#ThisMorning Bad form there This Morning," a fifth weighed in, before a sixth echoed: "@thismorning unceremoniously cut to adverts just there." (sic)

Unfortunately, this isn't the first time This Morning has come under fire for its coverage of Armistice Day.

Just last year, similar complaints rained in when the ITV show cut the two-minute silence short, with footage of it being observed replaced with a feed from the studio.