Former Bachelor Sam Wood has caused a stir with a naked photo he's shared online, after it upset some of his fellow parents.
The fitness guru shared a photo of himself walking hand-in-hand with his 18-month-old daughter Willow on a Port Douglas beach.
Both of them were stark naked.
"Port Douglas you've been amazing. See you next time," he captioned the image on Instagram, along with two peach emojis.
But while the photo was meant to be a bit of fun, his cheeky snap appears to have landed him in hot water with some of his 260,000 followers.
Fans branded the image of their bare booty's "disappointing" - while one person even said it was "weird".
"Actually very disappointing .... no need for this kind of photo," one person fumed.
"This is confronting for a Sunday," another said.
Another raged: "Sam!!! Wtf!!! Noooo."
"Great parenting," another wrote, adding the remark was made "sarcastically".
"That's fine to take a pic of yourself like that but with your daughter really!!" another raged.
"I'm not a prude but not so cool," one added.
Another angry person said: "I must admit im a little shocked. Kind of weird."
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However, not everyone thought the snap was inappropriate, with many declaring the image "cute".
"That was pleasant to open my Insta,"
"I think this is great... And seriously people need to get over it," another scoffed.
"You'll have to recreate this together in 20 years," one fan suggested.
Sam Wood is not normally one to be caught up in controversy, with the owner of 28 by Sam Wood regularly being praised by fans for his parenting skills.
Despite the stir his holiday snap has created, it seems his wife Snezana wasn't offended judging by her comment.
Using a series of emojis, including a peach, a cheeky monkey and a face palm, it appears the mum of two - who is currently expecting again - saw the funny side of it, even if some followers couldn't.