Having sported a very orange hue on Wednesday's Good Morning Britain, Richard Madeley was mocked about it by co-hosts Adil Ray, Sean Fletcher and Ranvir Singh on Thursday.
The 62-year-old suffered an epic fake tan fail the day before, and was likened to Donald Trump and Ross Gellar from Friends, while also drawing comparisons with Willy Wonka's Oompa Loompas.
But some viewers felt the jokes went too far on Thursday's show, accusing Adil in particular of being racist.
The broadcaster was sure to egg on the joke after Ranvir remarked: 'I tell you what, you look part of the family.'
'I've got the fake tan bottle,' he said, holding up the bottom. 'Look Pakistani in two-and-a-half hours, that's what I've got.'
Showbiz reporter Richard Arnold chimed in: 'His tan seemed to grow and develop over the show, we've all been there, usually in Mykonos or something.'
Newsreader Sean jumped on the teasing bandwagon, saying: 'I was sitting next to him and before the programme, he wasn't as dark but it seemed to grow as the show went on, he was darker than me.'
Sean added: 'Someone tweeted "when you put fake tan on and you look darker than the black man next to you there's an issue" and he was darker than me.'
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