This Morning viewers angrily took to social media after seeing an interview with a man who dyes his dog like The Grinch.
Holly Willoughby and Phillip Schofield spoke to dog groomer Gabriel Feitosa via video link.
He appeared on the ITV show after going viral for transforming a white Bichon Frise into the green Dr Seuss character.
Gabriel, 29, has used green and red dye and shaped the pup's fur with scissors to create the desired look.
READ MORE: Eamonn Holmes officially quits This Morning after 15 years and announces new job
Charlie, who was seen on the show alongside Gabriel, had a green head, face, legs, paws and tail while the red dye was then added to his body to give the illusion of a Santa costume.
Speaking about the reaction to the doggy makeover, Gabriel told Holly and Phil: "Actually I was surprised at the reaction. The Grinch look – a lot of people were very happy and I got a lot of calls of people wanting to bring their dog by from New York, everywhere, to make their dog a Grinch.
"I also got a lot of people that were concerned about what kind of dye we were using, what happens, should we do that to a dog, but overall it was very positive."
Addressing those who were against or concerned about the treatment, he went on: "Everything is vegan and non-toxic – there’s a video on my TikTok where I eat the dye to show people that it’s ok. Even some of the ingredients are food approved."
Gabriel added: "Well, Charlie is very happy, right Charlie? Everything is vegan, non-toxic and developed for animals.
"That’s what people don’t understand, is that the cosmetic for the grooming industry is now very advanced – we have whitening shampoos, we have deep conditioners and hair dye for dogs, semi-permanent and permanent dyes."
But This Morning viewers were horrified.
@HammondPhil2007 tweeted: "It's an animal not a toy! Dye yourself and leave the dog alone!#ThisMorning."
"#ThisMorning Why on earth would anyone do that to a dog, it's totally wrong. Bloody stupid idiot," @susie_retro fumed.
@HarteElisabeth said: "Just had to turn over to avoid the dog item, made me so angry #thismorning."
"Erm. I’m sorry but that’s not right poor dog a dog is meant to be a dog fact ! @thismorning #ThisMorning @Schofe @hollywills," @roisintrunk added.
@kellymcc5 shared: "Why do people think it’s ok to dye their dogs even if it’s safe? Dogs are not fashion accessories #ThisMorning."
For all the latest news and gossip, click here to sign up to our newsletter
