Piers Morgan has accused the Beckhams of "pimping out" their youngest son, Cruz.
The 11-year-old released his first single If Every Day Was Christmas this morning following an announcement on London radio station Capital FM's Breakfast Show.
Speaking shortly afterwards on ITV's Good Morning Britain, Piers Morgan said: "It's the idea of pimping them (him) out on the Christmas pop single market. Sorry it is like that, it is."
If Every Day Was Christmas is a charity single and its sale will benefit Global's Make Some Noise organisation, which funds charities across the UK.
But Piers Morgan sees the situation differently, and reckons that the release is just for the benefit of Cruz Beckham's showbiz career.
He added: "It's for charity . . . it's actually for his little career. Let the boy go to school!"
And when TV viewers took to Twitter to accuse Morgan of "trolling an 11-year-old boy" he responded with: "I'm trying to protect Cruz Beckham from his fame-hungry parents."
Justin Bieber's manager, Scooter Braun, who manages Cruz Beckham, also took to Twitter to defend his new signing.
"He is an 11 year old who wanted to make a song to help other kids," he tweeted. "Once again Piers shows why he is a jackass and why his show was cancelled."
Morgan replied: "He's an 11yr-old child being cynically pimped out by his famous parents with your collusion. Be proud Scooter!"
As the debate continued on Twitter, Morgan added: "They deliberately exploit their family for commercial gain. We are thus all entitled to comment."
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 https://t.co/5d3Rr7CKjM
— Scooter Braun (@scooterbraun) December 7, 2016
He's an 11yr-old child being cynically pimped out by his famous parents with your collusion. Be proud Scooter! https://t.co/5jixIEBM8m
— Piers Morgan (@piersmorgan) December 7, 2016
They deliberately exploit their family for commercial gain. We are thus all entitled to comment. https://t.co/dW63Gr4Nuw
— Piers Morgan (@piersmorgan) December 7, 2016
