Jenna Bush Hager Breaks NBC Rule After Cursing Live on 'Today' Show

Jenna Bush Hager can’t believe what came out of her mouth on the Today show.

During the Thursday, July 24, episode of Today With Jenna and Friends, the talk show veteran was sharing memories of her longtime friendship with guest cohost Willie Geist and his wife, Christina Geist.

“Christina goes — I don’t know if you can say this — but he was like, ‘God, [my son] George is acting like an a**hole,’” Hager, 43, recalled. “You can’t say that. You can’t say it.”

Willie, 50, and producers behind the scenes immediately shared shocking expressions after hearing Hager cuss on live TV.

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“Can you say it one time?” she asked before being told cuss words are a no-go. “Oh, sorry, sorry. Everybody’s looking at me like, ‘Why did you say that?’”

Willie replied, “I’m looking at you like, ‘Why did you say that?’ I’d like to go on the record that my wife never said such a thing about my precious 3-year-old son.”

Willie and Christina got married in May 2003. In addition to George, who is now 15, the couple also share daughter Lucie, 17.

The mistake occurred on live TV while Today was celebrating National Tequila Day. While trying to process what was happening, Hager questioned if the booze was to blame for her word choices.

Jenna Bush Hager and Willie Geist Courtesy of TODAY With Jenna and Friends / YouTube

“I’m blushing and I never blush. Was it the tequila?” she joked. “I thought you were allowed to say it one time. That’s just Schitt’s Creek?”

Trying to play along, Willie reminded his cohost and close friend that it’s best to keep the word choices PG.

“That’s just the title of the show spelled differently,” he explained. “Don’t keep going down the line of expletives. This stops here. And we are live on NBC this morning!”

Ultimately, the show must go on. Thursday’s episode of Today With Jenna and Friends featured special guests, including Leanne Morgan and country singer Riley Green.

As Hager tried to push through, she joked that NBC News journalist Peter Alexander’s appearance on set didn’t make her feel at ease.

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“I’m trying to get out of it. I’m still stuck in a moment, and here’s Peter Alexander from the White House coming over to shame me,” she said. “I was told you could say it one time! I feel bad! Peter, please go. The shame is all-encompassing. I’m sorry. I apologize to everybody. I apologize.”

When Hager expressed her concerns that she may get “a call from the boss,” Geist did his best to calm her down.

“No, you’re fine,” he said. “You’re good.”

Today With Jenna and Friends airs on NBC weekdays at 10 a.m. ET.