Piers Morgan has slammed David and Victoria Beckham, describing the celebrity parents as "shameless" for posting videos of their son Cruz on social media.
The outspoken English broadcaster let rip at the Beckhams after David posted a video of Cruz, 11, performing the Cups routine made famous by Anna Kendrick in Pitch Perfect.
Speaking on the topic "is Cruz Beckham the new Bieber" Morgan argued the Beckhams should have kept their home movies private.
"You get these celebrity parents and they bang on about protecting their kids and privacy and so on, and there they are Instagramming this 11-year-old to gazillions of people," Morgan told Good Morning Britain.
"We all go 'aww isn't that cute?' but actually there's an 11-year-old boy being put out there to the world and I'm not sure that's particularly good for him."
Morgan said he had a four-year-old daughter and would never dream of putting her online.
He also compared the showcase of Cruz's musical talent with the Beckhams' eldest son Brooklyn, 17, who shot Burberry's latest fragrance campaign in February.
"Trying to make him a star like Brooklyn is now a photographer, and I'm like, can't they just be kids? Really?" Morgan said.
"If they want to go into this kind of thing great, but this to me, it's just shameless."
Despite Morgan's criticism, Cruz's father couldn't have been prouder with his son.
"Look at my little man go. Ridiculously cute and the enjoyment in his face whilst doing it just makes us smile," Beckham captioned the video.
And if a musician and a fashion photographer wasn't enough artistic talent for the Beckham children, Victoria recently posted a picture of daughter Harper, 4, using an easel to paint a vibrant picture.
"Fun day in the sunshine painting with @kenpaves X I love u baby girl X @davidbeckham @brooklynbeckham X #proudmummy X," Victoria Beckham posted.