Good Morning Britain host and provocateur Piers Morgan has launched a fresh attack on reality queen Kim Kardashian.
Piers, who recently returned to GMB hosting duties after a summer break, urged Kim to quit social media "permanently" after she issued a heartfelt message about the "spreading of hate, propaganda and misinformation."
Kim explained that she would be taking a short break from Instagram and Facebook as part of the campaign #StopHateForProfit.
The star wrote: "I love that I can connect directly with you through Instagram and Facebook, but I can't sit by and stay silent while these platforms continue to allow the spreading of hate, propaganda and misinformation - created by groups to sow division and split America apart...
"– only to take steps after people are killed. Misinformation shared on social media has a serious impact on our elections and undermines our democracy.
"Please join me tomorrow when I will be 'freezing' my Instagram and FB account to tell Facebook to #StopHateForProfit.
"Link in bio for more info on how to preserve truth."
And while fans heaped praise on Kim for making a stand, Piers wasn't convinced.
"Quit permanently," he told her, "if you care that much, but you won't because they make you too much money."
Mirror Online has contacted Kim's reps for comment.
It's not the first time Piers has targeted Kim - he branded her "selfish and reckless" for her handling of husband Kanye West's mental illness.
Kim asked for "compassion and empathy" for rapper Kanye following a reported bipolar episode shortly after his tearful presidential campaign launch over the summer.
But in his MailOnline column, Piers scolded Kim for standing by and cheering on Kanye as he runs for the Oval Office.
He wrote: "Self-evidently, someone who suffers such severe episodes like this should not be President of the United States.
"Yet, Kim Kardashian watched her sick husband say he intended to run for president and enthusiastically endorsed it on the same day by retweeting his announcement with an emoji of an American flag.
He added: "Yet she still threw her huge social media firepower behind his presidential bid, knowing it would be a potential catastrophe if he actually won.
"Can you imagine the scenario if he had a bad episode at the same moment the US was suddenly faced with a nuclear crisis?"
