The Good Morning Britain host branded the Alan Partridge star a “hypocrite” after The Sun published a story claiming he had taken advantage of the UK government’s scheme to pay his gardener and housekeeper.
During Thursday’s edition of GMB, Piers accused the comic of being “worse than Victoria Beckham”, after the former Spice Girls singer furloughed staff at her fashion label – before doing a u-turn.
Piers said: “He’s the great man of the people... the man who said ’I don’t get anything for free, I pay for everything’, yet he’s furloughing the gardener and housekeeper. Two people he’s furloughing.”
He added: “This is stinking hypocrisy from Coogan.”
In response to The Sun’s original story, the 54-year-old Greed star issued a statement.
“This non-story has more to do with my legal actions against the publishers of The Sun and campaign for press reform than anything else,” it read.
After reading the actor’s statement, Piers continued: “I think what we need is Steve Coogan reform. And to instil in him what being a good socialist boy actually means.
“I pay mine [staff], it’s called doing the right thing. This now wins the Victoria Beckham award for tone deafness when you use government money to pay the staff.”
Reps for Steve Coogan provided no further comment when contacted by HuffPost UK.
Earlier this month, Victoria Beckham reversed her decision to furlough staff at her fashion label during the coronavirus pandemic.
The company had been planning to make use of government assistance to furlough a small number of employees, however it is now proceeding without state help, according to their spokeswoman.
Despite the u-turn the spokeswoman maintained that the company’s original decision “was made in the best interests of trying to protect our staff, and that is still our absolute focus”.
Piers also blasted Victoria’s initial decision to furlough staff during a heated debate with his Good Morning Britain co-host Susanna Reid.
“Talking about altruism and generosity, how nice it was to read over the weekend that Victoria Beckham has decided to furlough thirty of the staff of her failing fashion business,” Piers said.
He also accused her of “losing money year year after year” with her fashion label, and being “bailed out” by her “rich husband”, David.
He continued: “This furlough scheme was not for prima donna millionaires like you. Running a vanity project like her fashion business that makes no money.”
This article originally appeared on HuffPost.