"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.
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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.
- AAP
