Pop star Alesha Dixon has joined a throng of people who have thrown their support behind a Scottish PETA activist 'belittled' by Piers Morgan because she wants the word ' pets' banned.
The senior media officer at the animal charity appeared on the show arguing against using the word "pet", which she says suggests that they were "inanimate objects".
Morgan, 54, nearly popped a vein as he protested at the notion as Jennifer put forward using the word "companion" as an alternative.
But social media users complained the ITV host wouldn't let Jennifer speak and constantly "talked over her".
Among them was Britain Got Talent host Alesha Dixon who hailed Jennifer's appearance and took a thinly-veiled swipe at Morgan.
She wrote on Twitter: " @JenniferWhite21 I thought you were kind, gracious & professional on GMB this morning. Shame nobody else was!"
Morgan was typically outspoken in his opposition of Jennifer's view, in particular finding it hilarious that 'PETA' included the word 'pet' in it.
He raged: "So what are you changing the name of your organisation to?"
A laughing Jennifer hit back: "It's an acronym. We're not planning on changing it."
Clearly thinking he'd outsmarted her, Piers said: "It's got pet in it. It's literally called PETA."
He then began reeling off a list of other phrases PETA wanted amended to be more animal-friendly, mocking each in turn.
Among them was "bring home the bagels" instead of "bacon" and "feed two birds with one scone" instead of "kill two birds with one stone”.”
But an increasingly fuming Morgan nearly lost his cool completely with “take the flower by the thorns” as opposed to “take the bull by the horns”.
A cool-headed Jennifer clarified her organisation’s position: "We don't hate the word pet, we encourage the use of another alternative word.
“We're suggesting the word companion”.
Many Twitter users were quick to throw their support behind Jennifer's TV performance, regardless of their position on her argument, while condemning Morgan for his aggressive display.
James Ryan said: “I actually thought Jennifer White, the PETA representative conducted herself with remarkable stoicism and decorum in the face of a typical Piers Morgan onslaught. I don’t remotely agree with her views but well done.”
And Gareth Barnett agreed: "Brave effort on GMB. Shame you were not given the chance to speak or be allowed a sensible conversation. I don’t necessarily agree but would have been interested to understand your point of view. Keep fighting!"
Commenting on Morgan’s post claiming he loved the exchange, Paul Bangerte wrote: “You call that an interview ? As usual, the only voice we hear during one of your ‘interviews’ is your own! Poor girl couldn’t get a word in edgeways.
"You are supposed to ask questions and let people answer as opposed to shouting solidly for 10 mins.”
While Leigh Cuerden posted: “Yes you really showed her! Shouting and belittling a woman while others laughed. Very cutting edge.”
Jennifer later tweeted she'd be up for round 2 with the notorious TV personality, writing: "Always happy to come back on to pick-up where we left off".