Phillip Schofield, the Godfather of British daytime television, has come under fire for apparently looking a little too into a Bondage demonstration on the This Morning show.

The silver fox appeared to miss his cue as their resident ‘sex-pert’ explained the uses and benefits of a silk eye mask (“one size fits all”, “fantastic for shutting off your sight”).

We can’t really blame the guy, considering the sheer smut that appeared to be going on in the foreground. Maybe a little NSFW:

Bon soir.

As Schofe and Christine Bleakley attempt to compose themselves as a telly saleswoman explains how to add a “beautifully elegant kink” to your sex life, people were firing off on Twitter and ringing Ofcom.

Never embarassing to watch @itvthismorning with the parents over a breakfast toastie #ThisMorning @Schofe pic.twitter.com/vXlecfnbmP

— Karen Sanders (@orientlass) February 3, 2015

Cringe.

Why is this being showed on television at 11:45 in the morning? Sickening how far society has regressed #thismorning pic.twitter.com/h6Nnn6cmMo

— Charles H. Burgoyne (@CharlesBurgoyne) February 3, 2015

Apparently the UK’s daytime TV watching crew aren’t so into watching Christine Bleakley asking if both sexual partners have to be into feather tickling to enjoy it. Schofe took to Twitter to tell the world he was ‘PMSL’ at the suggestion that he looked a bit awk.

PMSL at the outraged Daily Mail who then show all the pics! Bless http://t.co/dNYHCXCWJx .. I felt neither 'awkward or embarrassed'

— Phillip Schofield (@Schofe) February 3, 2015

You can find yourself suitably aroused, or not, below.