Kate Garraway pinched Ed Balls cheek on Good Morning Britain today during a debate on whether its OK to physically punish your children.
Kate, 57, grabbed hold of her co-hosts flesh in an attempt to show how hard you have to clench to leave a red mark.
We had a debate in the newsroom about how hard is too hard and we were actually quite surprised... and I think you have to pinch quite hard to get a red mark, Kate said.
Ed, 57, who was childrens secretary from 2007 to 2010, whips out a handheld pinch-cam for a close up view of his face for the bizarre segment.
Kate was egged on as people were heard in the background shouting do it before she grabbed hold of his cheek.
Kate Garraway pinched Ed Balls cheek on Good Morning Britain today during a debate on whether its OK to physically punish your children
Ed, who was childrens secretary in 2009 amid the Baby P scandal, whips out a handheld pinch-cam for a close up view of his face for the bizarre segment
Ed then yelps out in pain as she clamps down harder before Kate highlights where she has left a red mark on his face.
He then asks her to do it again as guest and podcaster Marvyn Harrison jumps in to say: Whats even more bizarre is that we would never advocate to do this to children... adult to adult we would never do this.
Doing it to children feels even more bizarre.
MailOnline has contacted ITV for comment.
The co-hosts carried out the baffling test amid the controversy surrounding ex-CBeebies presenter Gemma Atkinson revealing she had pinched her one-year-old son.
The former soap star, 39, hit back yesterday after being slammed by a parenting expert.
MailOnline revealed on Tuesday Gemma had told her two million followers she had pinched Thiago, one, in retribution for the tot doing likewise to her five-year-old daughter Mia.
Her actions were criticised by Jo Studholme, editor of Parenting Expert, who told MailOnline: Pinching a child back as a form of punishment is not only ineffective but can also be harmful.
Gemma Atkinson has hit back at a parenting expert after being slammed for pinching her son
Gemma Atkinson at Hey Duggee CBeebies The Live Theatre Show at The Lowry Theatre
It teaches children that violence is an acceptable way to resolve conflict.
Instead, try using positive discipline techniques such as time-outs, loss of privileges, or talking calmly to the child about their behaviour.
But last night, Gemma hit back, saying: Thiago is going through that phase where hes nipping and biting.
I said he really nipped Mia the other day so I went like this back to him (gesturing pinching), and said Aye, we dont nip.
I didnt uuur (insinuating pain while pretending to pinch her own arm), as if I would?
Gemma revealed her disappointment over CBeebies show The Toddler Club being axed.
The former Strictly star, who met partner Gorka Márquez, 34 - the father of her two children - on the 2017 series of the BBC juggernaut, interacted with mums and their young children, reading stories, dancing and singing songs on the show before it was canned by bosses.
She said: It wasnt renewed, the show, it should have been because it was bloody marvellous.
But everything got removed to digital so they didnt renew it.
She added: Its still being shown on TV which is great.
Atkinson, 39, (pictured) has been criticised by a parenting expert after posting that she pinched her one-year-old young son when he did it to his four-year-old sister
The former Hollyoaks and Emmerdale star, who also featured in a reality show with Gorka and the pairs two kids on the W Channel, posted her original message on Instagram Stories to highlight the behavioural differences between her children.
The post read: Really noticing the differences in how Mia was to Thiago.
Its fun to watch. Toys are just banged or slid across the floor and the tantrums are new as Mia didnt have them.
He pretend cries and throws himself on the floor.
I stand and watch until he realises its getting him nowhere and they are slowly getting shorter.
On the pinching, she adds: He pinches when he gets frustrated.
I did it back to him on Wednesday as he did it hard to Mia. Hes not done it since.