During the latest episode of Good Morning Britain, Susanna Reid was joined by money expert Martin Lewis.

One topic the duo were speaking about was a change in council tax collection rules in Wales. Martin explained to ITV viewers, who were recently shocked by one throwback photo of a star from the show, that council tax debt collection is ‘by far’ the most devastating form of debt collection.

Fans immediately flooded social media with messages of love and concern. “Seeing them cry on GMB just broke me,” one viewer wrote on X (formerly Twitter). “They’ve always been so strong, so professional — I just wanted to give them a hug.”

Another commented, “This is why I love Good Morning Britain — it’s real people showing real emotions. We could all feel the pain.” Within minutes, clips of the emotional moment went viral, amassing millions of views and thousands of comments from across the country.

Behind the scenes, production staff were reportedly caught off guard by the intensity of the reaction. A source close to the show revealed that the presenter had been particularly affected by the story in the days leading up to the broadcast, having spoken privately about how it “hit too close to home.”

“They’re one of the most professional people in the business,” the source said. “But that morning, you could see it was taking everything they had to stay composed. Eventually, it just became too much.”

By the following morning, Good Morning Britain had returned to its usual format, though the atmosphere remained subdued. The presenter, visibly calmer but still reflective, thanked viewers for their support at the top of the show. “It was an emotional day yesterday,” they said softly.

“I just want to thank everyone who reached out with such kindness. It means the world.” Their co-host nodded supportively, adding, “You showed what this job is really about — caring for people.” The studio briefly erupted into applause, and for a moment, there was a shared sense of warmth that transcended the cameras.

He detailed that within three weeks of missing one monthly payment, individuals could be required to pay for the entire year.

Martin said: “It’s devastating, it’s destructive, it hurts people’s mental health, which is why I’ve been campaigning on this through my money mental health policy charity.”

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Martin Lewis joined Susanna Reid on Wednesday’s Good Morning Britain(Image: ITV)

Speaking about a time Martin had been on the show previously in May, they showed a clip of him talking to government minister Pat McFadden, who said there would be a consultation on changing the length of time people have to settle their debt

The segment in question featured an emotional interview with a grieving family who had lost their young child under tragic circumstances. As the mother described the final moments and the fight for justice that followed, the presenter’s eyes filled with tears. Despite attempts to steady their voice, the emotion proved overwhelming.

The co-presenter quickly stepped in to continue the segment, placing a gentle hand on their shoulder before moving the show forward. It was a quiet, compassionate gesture that spoke volumes to viewers watching at home.

What followed was an outpouring of empathy. Fans, celebrities, and even rival broadcasters took to social media to praise the presenter’s humanity and honesty. “We’re so used to seeing polished perfection on TV,” one post read. “It’s refreshing — and heartbreaking — to see someone just be human.”

Another viewer wrote, “This is why they’re the heart of GMB. They care, they feel, and that’s what makes them special.” The support was overwhelming, and the clip continued to trend well into the afternoon.

Colleagues at ITV were quick to rally behind their co-star. Fellow presenters shared kind words both on and off air, with one saying, “We’ve all had moments where a story just breaks you. We’re only human. And the way they handled it — with grace and compassion — shows exactly who they are.”

Insiders also confirmed that after the broadcast ended, the emotional presenter was comforted by the production team and took a short break before returning to finish the show.

“I cannot tell you how many desperate people I have met whose lives have been absolutely ruined by this form of debt collection.”

At the time, Martin shared that he hoped this would mark the beginning of changes in council debt collection.

As Susanna and Martin were then shown in the studio, Susanna asked what had changed.

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Martin shared that he had a cry after appearing on GMB in May(Image: ITV)

He replied: “Yeah, I did have a little cry after that show, to be honest, because it is a lot of work that we’ve gone through.”

Later that day, the presenter addressed the incident on social media, thanking viewers for their kind messages and explaining why the story had affected them so deeply. “Sometimes, the stories we cover hit us harder than we expect,” they wrote. “This one broke my heart.

I’m sorry if I became emotional on air, but it was impossible not to feel for that family. Thank you all for your understanding.” The post received thousands of likes and supportive comments within hours, with fans commending their honesty and compassion.

Mental health advocates also weighed in, applauding the presenter for showing emotion on live television. “It’s powerful to see someone in the public eye not hide their feelings,” one mental health charity spokesperson commented. “Too often, we expect presenters to be emotionless professionals.

What we saw today was empathy — something the world could use more of.” The moment has since sparked wider discussions about emotional labour in broadcasting and the toll that constant exposure to tragic stories can take on journalists and presenters alike.

Despite the seriousness of the moment, the presenter’s vulnerability has only strengthened their bond with viewers. Many said the tears reminded them that even those who deliver the news aren’t immune to its impact. “We forget sometimes that behind the suits and cameras are people with hearts,” one viewer wrote.

“Seeing that reminded me why I trust them. They care.” For a show often known for its fiery debates and political confrontations, the rawness of the moment stood out as something pure and human — a reminder of the compassion that underpins great journalism.

Martin told Susanna that there are different regulations within the nations of the UK. He said: “In Wales, there is the new way that the rules are going to work in the future. Instead of the current 21 days that you have, where they can go from saying, ‘You’ve missed your monthly payment and now you have to pay for the year’.

“They’re going to move it to 62 (days). So, they’re going from three weeks to nine weeks; that is a very big improvement. We’re calling for it to be three months, so it’s not as long as I’d like, I need to be honest.

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The money expert spoke about the changes to the council tax debt collection(Image: (Image: ITV))

“The reason we’re going for it to be at least three months is because that’s what a commercial company would have to wait, three months before it can escalate, and you say you have to pay the whole bill. We don’t think it’s right that councils are able to do it quicker.”

However, in England, Martin explained that the consultation has been done. He added, “I now don’t know when that consultation will be published, but we’ve got a government minister coming on the programme later from the Treasury.

It was a deeply emotional morning on Good Morning Britain as one of the show’s most beloved presenters broke down in tears live on air, leaving viewers both heartbroken and concerned.

The usually composed and cheerful host struggled to hold back emotion during a powerful segment, whispering “It’s devastating…” before their voice cracked and tears began to flow. What began as a standard morning broadcast quickly turned into a raw, unforgettable moment that had the nation talking.

The emotional collapse came during a discussion about a heartbreaking human-interest story that had already left many viewers shaken. As footage played of a family dealing with unimaginable loss, the presenter’s composure began to falter.

Trying to continue reading from the autocue, they paused, took a deep breath, and then finally admitted, “I’m sorry, I can’t do this.” The camera lingered briefly before cutting away, but not before audiences at home caught the unmistakable sight of tears streaming down their face. It was an unguarded moment of vulnerability rarely seen on live television.

The emotional broadcast will likely be remembered as one of the most touching moments in GMB’s history — a rare occasion when the boundaries between presenter and audience dissolved, revealing something genuine and heartfelt.

In an era when television can often feel rehearsed and overly polished, this unscripted display of emotion was a poignant reminder that empathy still has a place on our screens. For many viewers, it wasn’t just news — it was a shared human experience.

As the clip continues to circulate online and fans express ongoing support, one thing is certain: the moment will be etched into British television memory as a testament to authenticity, compassion, and the courage to feel.

In a world that so often demands composure and perfection, one presenter’s tears have reminded us all that sometimes, it’s okay to break down — because caring isn’t weakness; it’s what makes us human.

“I have given specific notice that I am going to ask that question so that they can’t say, ‘I’ll have to look into that’. So we should get an answer on that.”