Jenna Bush Hager’s On-Air Swear Sparks Fear and an Unexpected Call

On July 24, 2025, TODAY show co-host Jenna Bush Hager found herself in a whirlwind of embarrassment after accidentally swearing live on air during Today with Jenna & Friends. The slip-up occurred while reminiscing with guest co-host Willie Geist about a 2012 encounter with his wife, Christina, whom Hager affectionately calls “Tini.” Recounting a candid moment about their then-three-year-old son, Hager quoted Christina using a profanity to describe his behavior, instantly triggering shocked reactions from Geist and the crew. “You can’t say that!” they exclaimed, as Hager covered her face, fearing a “call from the boss.” When that call came, however, it delivered a twist that left her both relieved and stunned.

The incident unfolded as Hager and Geist, who typically hosts Sunday Today, shared a lighthearted chat about their long friendship. Hager’s story took a turn when she quoted Christina’s colorful language, prompting immediate pushback from producers. “Can you say it one time?” Hager asked, half-joking, only to be met with Geist’s firm, “You can say it zero times.” Flustered, she blushed—a rarity for the poised host—and teased, “Was it the tequila?” She referenced Schitt’s Creek to deflect, but the crew’s disapproval was clear. “I feel worried like I’m going to get a call from the boss,” Hager admitted, her voice tinged with genuine concern as she apologized on air.

The TODAY set buzzed with the incident’s fallout, with NBC correspondent Peter Alexander joining to playfully pile on, accusing Hager of “shaming” herself. “I’m stuck in a moment,” she lamented, jokingly fearing she was “ruining my career.” Her self-deprecating humor, a hallmark of her charm, kept the segment lively, but her anxiety about repercussions lingered. Hager, a former first daughter and seasoned broadcaster, is no stranger to scrutiny, having navigated controversies like her 2001 underage drinking citation. Yet, the live TV slip, broadcast to millions, felt like a misstep that could jeopardize her role on TODAY’s third hour, which she’s co-hosted since 2019.

Hours after the show, the anticipated call from NBC executives arrived—but it wasn’t the reprimand Hager feared. Instead, the network’s leadership, including TODAY executive producer Libby Leist, offered support, praising her authenticity and quick recovery. “They told me the audience loves when we’re real,” Hager shared on the August 1 episode, visibly relieved. The call included a gentle reminder about FCC regulations, which prohibit certain profanities on broadcast TV, but emphasized that her candor resonated with viewers. Social media echoed this sentiment, with X posts calling her “relatable” and “human,” turning the gaffe into a moment of connection.

Hager’s co-hosts rallied around her, with Geist teasing her on air while affirming her professionalism. The incident, though mortifying, highlighted the TODAY team’s camaraderie, a dynamic that has sustained Hager through personal and professional milestones, including her 2008 marriage to Henry Hager and the birth of their three children. Her openness about parenting and her Texas roots endears her to fans, who flooded her Instagram with supportive messages post-incident.

The unexpected call from her bosses underscored Hager’s value to TODAY, where she’s carved a niche blending heartfelt storytelling with humor. Reflecting on the episode, she joked about wanting to “eat Smashburger tacos” to escape her “shame ball,” but her resilience shone through. The incident, initially a source of fear, became a testament to her ability to navigate live TV’s unpredictability. As Hager continues to co-host alongside Hoda Kotb’s successors, her authenticity—swear and all—remains a cornerstone of her appeal, leaving fans stunned not by her mistake, but by the grace and support that followed.