Josie Gibson interviewed a naked man live on the ITV show as part of the programme's latest competition segment from a naturist compound in Liverpool.
Phillip, 57, and Holly, 39, faces dropped in the ITV studio as a pair of nude sunbathers appeared on camera behind Josie.
As the camera panned around, another group of naked friends were seen sitting together having a chat.
Josie went on to chat to a man - however his penis was accidentally exposed.
The bubbly presenter started quizzing Alan about a rise in new members at the poolside facility.
He explained: "Indeed we have, we have a waiting list, a very long waiting list as soon as we were able to reopen.
Encouraging new members to sign up, he added: "All your inhibitions will fade away and you’ll be joining the rest of us.
"That completely took me by surprise!," Phillip declared.
Holly added: "It’s a bit chilly for a bit of naturism today. Are you going to join them?"
Josie added: "I might join them later, who knows?"
Holly then joked: "It made you pay attention, didn’t it?!" to Phil, who still couldn’t quite believe what he’d seen.
It wasn't only Phillip and Holly who were left with their jaws on the floor as viewers at home rushed to their keyboards to discuss the cheeky segment.
Taking to Twitter, one fan penned: "As if Jose Gibson is talking to nudists on live TV."
Another added: "To sum up This Morning, Alison Hammond’s guilt free kebab, Josie interviewing naturists and British oldest identical twins talking about going on Naked Attraction."
A third penned: "Josie asking a naked representative of a nudist community if they’ve seen a 'rise in new members'. I am HOWLING"
While a fourth said: "Turn on This Morning and Josie is at a old people’s nudest place in Liverpool????"
Josie later stripped down to her swimwear and jumped into a freezing cold pool in view of the nudists and viewers.
This Morning airs weekdays on ITV at 12.30pm