The ITV presenter, 52, was visibly enraged by self-proclaimed dating guru Richard La Ruina who appeared on the show to discuss his divisive opinion of British women.
Richard recommended that men look to Eastern European women rather than British because they are “more beautiful, they’re more elegant, they’re more feminine”.
Commenting on British women, he said: “They don’t look very good, they don’t look after themselves.
“Men are visual,” he continued. “We want a woman that looks beautiful, dressing in a feminine way, looking sexy.”
He also stated that British women are “famous for moaning a lot” adding: “They just ask a lot but give very little.”
Good Morning Britain presenter Susanna Reid, 46, appeared decidedly unimpressed with his vies, asking: “So, there’s no beautiful women in the UK?”
“No there are, for sure,” he replied. “It’s just comparatively there are a lot more of them in Russia.”
“When I went to Russia I found the whole package, the looks, the character, everything.
“You’re a Dick aren’t you?” Piers Morgan interjected, prompting a collective gasp from those in the studio.
“I mean you are, your name’s Richard,” he clarified. “Sorry, I didn’t mean anything by that. I meant your name is Richard, so you are literally a Dick.”
“Is your name Piers Moron then?” Richard responded, clearly irritated by Piers’ thinly-veiled jibe. “If you want to get on to that.”
“We’ve got a picture of you with your Russian bride,” Piers continued, as an image of Richard and his wife flashed up on screen.
“Russian bride,” the guest repeated, sounding riled.
“Well, she was a Russian bride, right?” The host asked. “I mean, she’s Russian and you married her.
“I’m not casting any aspersions, but I’ve been to Russia and… Anyway…” he tailed off.
Susanna went on to voice concerns about profiling people by where they come from, while Richard maintained that his advice was intended for men with the same taste in women as him.
Good Morning Britain airs weekdays at 6am on ITV.
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