Fans have questioned why Holly Willoughby and Phillip Schofield didn’t step in after Bob Geldof repeatedly misgendered Sam Smith on Wednesday.

The singer appeared on Wednesday’s episode to discuss his thoughts on the cost of living crisis and pay tribute to late Boomtown Rats bandmate Garry Roberts.

Yet talk later turned the upcoming 40th anniversary of Band Aid when he mentioned Sam and their part in the song which was released back in 2014.

Sam revealed they were non-binary in 2019 and asked people to use the pronouns they/them. Yet Bob repeatedly referred to Sam as ‘he’.

Bob began: ‘Sam Smith, I remember him at the microphone had his eyes closed, and he was singing away to the song, and I said “Sam, they’re not the words”. He goes, “oh yeah, sorry”.’

Bob continued: ‘And he says “sorry”, so off he goes, he closes his eyes again and he starts singing the original words. I said “Sam”, and he goes “oh yes, sorry, every year in school I have to sing this song”.’

Taking to Twitter after the segment shocked viewers penned: ‘He’s on national TV and speaking about Sam Smith. You’d think someone would brief him on Sam’s gender identity or at least correct him. Painful watch’;

‘Sorry but why didn’t Holly or Phillip tell Bob he was misgendering Sam Smith’; ‘Not Bob Geldof repeatedly misgendering Sam Smith on live telly and the evil Holly and Phil not correcting him…’

Other fans noted that Sam would have gone by ‘he/him’ pronouns when they worked with Bob prior to coming out as non-binary, so Sir Bob may have been confused.

MailOnline has contacted Bob’s representatives and ITV for comment.

It’s not the first time that ITV have come under fire for misgendering the artist.

Earlier this month Ranvir Singh referred to the non-binary star as ‘he’ during a segment on Good Morning Britain.

The host, 46, made the gaffe during an interview with fashion designer Harri who created Sam’s infamous latex look for Saturday’s BRIT Awards.

Speaking to the designer Ranvir said: ‘Still ahead on Good Morning Britain – Harry Styles may have swept the board at the BRITs but it was Sam Smith who stole the show with this dramatic latex balloon like suit.’

Before continuing: ‘How did he get in it? Who designed it? And why did he choose…’

Quickly correcting herself Ranvir said: ‘They! Why did they choose it?’.

Fellow GMB host Richard Madeley, 66, made the error over Sam’s gender in January when he had been debating whether or not the singer’s latest music video for I’m Not Here To Make Friends is over-sexualised.

Co-host Susanna Reid, 52, corrected his mistake and he apologised.

The Grammy winner changed their gender pronouns to they/them in 2019, and the following year confessed they expected to forever be misgendered.

They said: ‘What’s hard is people changing their vocabulary; that’s very, very difficult. It takes time. Everyone messes up. I’m going to be misgendered to the day I die’

‘This is going to take a long, long time for people to not use gender in their vocabulary.’

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