This Morning was under fire from furious fans over a segment on today's show.
Friday's edition of ITV's flagship daytime programme was hosted by Holly Willoughby and Phillip Schofield.
The presenting pair were fronting their final episode of the year - and viewers were outraged at an interview they conducted with dog groomer Gabriel Feitosa.
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The 29-year-old from San Diego has gone viral on TikTok for his eccentric techniques - and appeared holding his bichon frise which he had transformed into the Grinch with red and green dyes ahead of the festive season.
Holly and Phil questioned Gabriel on his methods and he assured the presenters that his practices were safe for dogs.
He explained: "Everything is vegan, non toxic and is developed for animals. The cosmetics for the grooming industry are very advanced.
"Even some of my ingredients are food approved. There is a video on my TikTok where I eat the dye to show people that it is OK."
However, horrified fans on Twitter were not convinced and took to the social media platform to slam the segment as "animal cruelty".
@Caz2021xx said: "This is ANIMAL CRUELTY. It's not funny or cute. Poor dog."
@ruth_clark added: "This should not get airtime, horrendous, animal cruelty."
Sara commented: "What they’ve done to that dog is animal cruelty. He shouldn’t be given airtime. I don’t care how you try to dress it up, it’s not right. It’s b****y awful"
Sienna posted: "Being famous for animal cruelty. Well done."
Natalie said: "I hope that dog is taken from its owner by an animal charity. Animal cruelty, plain and simple."
This Morning airs weekdays at 10am on ITV and ITV Hub
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