Bob Geldof repeatedly misgendered Sam Smith, prompting fans to ask why Holly Willoughby and Phillip Schofield didn't intervene -- when this has been happening so many times, already!
On Wednesday's broadcast, the singer discussed the cost of living situation and paid respect to deceased Boomtown Rats bandmate, Garry Roberts.
The conversation then shifted to the forthcoming 40th anniversary of Band Aid when he mentioned Sam and their 2014 contribution to the song.
Sam revealed they were non-binary in 2019 and requested the use of they/them pronouns.
Yet, Bob frequently referred to Sam as "he."
Bob began,"Sam Smith, I remember him at the microphone had his eyes closed, and he was singing away to the song, and I said "Sam, they're not the words". He goes, "oh yeah, sorry"."
"And he says "sorry", so off he goes, he closes his eyes again and he starts singing the original words. I said "Sam", and he goes "oh yes, sorry, every year in school I have to sing this song," he added.
After the episode surprised viewers, they took to Twitter to rant that someone ought to have informed him about Sam's gender identity or at least corrected him. Most said it's painful to watch.
Several fans commented that Sam would have gone by 'he/him' pronouns when they worked with Bob before to coming out as non-binary, thus Sir Bob may have been confused.
It's not the first time that ITV have come under fire for misgendering the singer.
During an appearance on "Good Morning Britain" earlier this month, Ranvir Singh referred to the non-binary celebrity as "he."
During an interview with fashion designer Harri, who created Sam's iconic latex outfit for Saturday's BRIT Awards, the host, age 46, made the error. The difference is, he was quick to correct himself.
In January, fellow GMB anchor Richard Madeley, 66, made a gaffe regarding Sam's gender when discussing whether or not the singer's music video for "I'm Not Here To Make Friends" is overly sexualized.
52-year-old co-host Susanna Reid rectified his error, and he apologized.
The Grammy winner changed their pronouns to they/them in 2019, and the following year they revealed they anticipated being misgendered forever.
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