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The former footballer and dad-of-four was seen giving his seven-year-old daughter Harper a peck on the lips on a boat while on holiday, in a video shared to his wife Victoria Beckham’s Instagram.
But a cringing Piers described the cute moment as “weird and creepy.”
Speaking on ‘Good Morning Britain’ this morning, Piers said: “It’s very sweet…[But] why would a father kiss his daughter on the lips? Don’t get it – creepy. Weird.”
“Then you post that for the world – you posted that for the world, why?” he added.
While co-presenter Susanna Reid didn’t agree that David’s display of affection to his daughter was weird, she did say she thought it was inappropriate for it to be shared online.
It isn’t the first time David Beckham has caused a stir for sharing an image of him kissing his daughter on the lips.
Back in 2017 he shared an Instagram post of him pecking Harper on the lips at an ice skating rink.
The picture garnered 1.4 million likes – but some of David’s 52.2 million followers weren’t fans of the loving gesture, including Piers Morgan, who once again described the gesture as “weird.”
But the dad-of-four was quick to fire back to explain that he is “affectionate” with all his kids.
“I kiss all my kids on the lips,” he said in a Facebook Live in 2017.
“Brooklyn, maybe not. Brooklyn’s 18, he might find that a little bit strange,” he continued.
“I’m very affectionate with the kids. It’s how I was brought up and Victoria, and it’s how we are with our children.
“We want to show our kids love and we protect them, look after them, and support them, and you know, we’re very affectionate with them,” he added.
David clearly sees nothing wrong with kissing his young daughter on the lips, and has previously posted pictures of himself doing so.
He’s also not the only celebrity parent who proudly posts pictures kissing their children.
David’s wife Victoria Beckham had previously come under fire from the parent police for sharing an image of her also kissing Harper on the lips.
Hilary Duff was also forced to defend herself after sharing an image of her kissing her son, then four on the lips.
Kissing children on the lips remains a divisive issue, with some parents all for it and others warning of the dangers of passing on the herpes virus, which can be harmful to babies.
But as one study which links parental affection with higher self worth in later life proves, it is important for a child to feel loved, no matter what form that takes.