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Holly Willoughby and Phillip Schofield couldn't believe their ears when a poor woman called in to get advice from money expert Martin Lewis.
The woman, who chose not to use her real name, told the This Morning regulars that she had lost £8,000 in what she thought was a money-making Bitcoin scheme, only to discover it was a scam.
Martin had to break the news to her that it was unlikely she would get her money back, and almost swore on-air as he went to call the scammers "b******s".
The woman explained that her bank had even called her to check the dodgy transactions were her, and she told them they were all fine.
Martin told the woman to go to Citizens Advice's scams team to try and get some help, but said the banks were unlikely to help as she'd ignored their warnings.
After the segment, Martin went to Twitter to tell his 1.1million followers about the upsetting ordeal.
He wrote: "That was devastating This Morning phone in. A warning for you all.
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"A poor woman having a tough time, thought she was investing in Bitcoin, but they were scammers.
"Even her card firm warned her, but she was in too deep.
"I stopped myself saying b******s on air, but they are b******s."
His followers were sympathetic, with many sharing their sadness for the woman.
One said: "They really are! I watched it too – well done to 'Julie' for being so honest. Poor woman!"
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A second wrote: "You did well not swearing on tele, felt so sorry for the lady, hope she has helped other people before they do it."
Martin warned This Morning viewers that any online ad for Bitcoin that featured a photo of himself or another celebrity, such as Dragons' Den star Deborah Meaden, was a scam and not to be trusted.
It's a battle he's been having for years now, and in January 2019, he settled for £3million in a lawsuit against Facebook.
In April 2018, he started proceedings against the social network for defamation after more than 1,000 scam adverts using his name or image appeared on Facebook.
The £3million was donated to the new Citizens Advice project which aims to help tackle similar online scams.
This Morning airs weekdays at 10am on ITV
- This Morning
- Holly Willoughby
- Martin Lewis
- Phillip Schofield
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