PIERS Morgan has sparked more than 800 Ofcom complaints after appearing to mock a Chinese accent on Good Morning Britain.
The presenter, 54, was ranting about Princess Anne's son doing an advert for a Chinese diary farm when he said the name of the farm was "ching chong ching" during the ITV show on Tuesday morning.
The moment sparked backlash with viewers as they slammed Piers for mimicking the accent.
A spokesperson for the broadcasting regulator Ofcom has since confirmed that a total of 841 complaints have been made over Piers' actions.
Piers went into a full flow rant while discussing the advert with co-host Susanna Reid.
He said: "I like Peter Phillips, I met him at a lunch last year, but that is not a good look for the Royals. Flogging Chinese State owned milk – it’s a state owned dairy farm.
"The big question for Meghan and Harry in their brave new world where they think it’s going to be ethical and lovely but people are going to be chucking millions at them like Peter Phillips because he’s Royal.
"He’s a nice guy, he’s not a HRH – the problem is other people. All these actors go to China to do these terrible ads thinking we’d never see them and Peter thinks the same."
Piers continued: "Oh Peter for God’s sake man. This is the problem – people want association with the Royals, they want to exploit them. He should be flogging milk made here.
"What's the name of it? Ching chong ching?"
An exasperated Susanna Reid told him: "Taking the Mickey out of foreign languages is rather 1970s."
Outraged viewers took to Twitter, with one writing: "Good lord! Piers is drop the Asian stereotype, pretending to do a Chinese translation with, sorry but: Ching Chong ching… is my dude for real?!?!?"
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