Good Morning Britain presenter Piers Morgan has come under fire for criticising David and Victoria Beckham's 11-year-old son Cruz for releasing a music record for charity.
The third son of the famous couple has just signed with Justin Bieber's manager Scooter Braun as he launches a career in pop. He also launched an Instagram account on Monday (5 December) which is overseen by talent manager and record label owner Braun, 35. It has already racked up 114,000 followers.
TMZ reported that Braun is friends with Cruz's famous parents and the pair trust that he is the right man to nurture their son's talent.
Despite the good news for the young boy – with his first single If Every Day Was Christmas being played on the Capital FM Breakfast show today for the first time – TV host Morgan saw the negative side.
While much of the public took to Twitter to express how adorable they thought the charity debut single was, Morgan accused the Beckham's of "pimping out" their youngest son.
He said on today's GMB programme: "It's the idea of pimping them (him) out on the Christmas pop single market. Sorry, it is like that, it is."
The single's sales will benefit Global's Make Some Noise organisation, which funds charities across the UK – but Morgan is cynical about the profits and believes it is just for the child's career.
He added: "It's for charity... it's actually for his little career. Let the boy go to school! What is Cruz doing, with Justin Bieber's agent?"
And when viewers poured in with their shocked responses on Twitter, accusing him of "trolling an 11 year old boy", Morgan said: "I'm trying to protect Cruz Beckham from his fame-hungry parents."
The debate soon turned into a Twitter spat between manager Braun and Morgan. The furious music manager took to the social media site to slam Morgan's comments, angrily tweeting: "He is an 11 year old who wanted to make a song to help other kids. Once again Piers shows why he is a jackass and why his show was cancelled."
Fuelling the fire, Morgan replied to him with: "He's an 11yr-old child being cynically pimped out by his famous parents with your collusion. Be proud Scooter!"
Unsurprisingly, GMB viewers retaliated in their masses on Twitter; one person wrote: "beckhams have done how much for charity? What have you done in comparison you bottom feeder", while another added: "scooter gave people like Justin the chance to live his dream. take a step back Piers, what you're saying is ugly."
A third put: "I heard on the radio this morning that all proceeds go to charity, so it can only be a good thing!"
Good Morning Britain airs every weekday at 6am on ITV.