TELEVISION presenter Piers Morgan has been labelled racist for pretending to speak Chinese.

The Good Morning Britain host was doing a segment on a new ad for Chinese milk.

Morgan was mimicking the ad when he said, "ching chang cho jo" and continued to defend and repeat himself.

The Queen's grandson, Peter Phillips, has appeared in a television advertisement for fresh milk in China, sparking debate over how members of the The Firm use their royal connections to generate a private income.

Co-host Susanna Reid tried to set Morgan straight.

"You can't say that. Taking the mickey out of foreign languages is rather 1970s," she told him.

But Morgan insisted you could take the mickey out of it.

"Surely you can take the mickey out of it! He's using 'ching chang chong' milk from the Chinese state - that's what they said in the advert!" he said.

"You can't," Reid pleaded before putting her hand to her head in disbelief.

Morgan then said people should be more concerned with the royal family promoting Chinese milk than his imitation.

"By the way, it's not me flogging the Chinese state milk," he said.

"Are people going to be more annoyed about me trying to mimic the Chinese state milk ad than they are about a member of the royal family trying to flog Chinese state milk?'"

"Yes, Piers, do you not realise the kind of woke times we're living in?" Reid responded.

"Oh god …" Morgan said before conversation was changed.

People on social media were quick to voice their disgust.

Some people called for his sacking and an apology.

Morgan later took to Twitter to defend himself.

But then he also poked fun at the saga.