Angry social media commenters are targeting Jools Oliver for her parenting techniques.
Jools Oliver, the wife of celebrity chef Jamie Oliver, has been copping a barrage of criticism after Jamie shared a photo of her with their baby on his Instagram page.
In the image, Jools is holiding three-month-old River Rocket on a day out for her 42nd birthday.
Commenters quickly picked up on the way Jools was carrying her bub - in an outward-facing carrier - and swiftly expressed their disapproval.
"Plz do your research or as your physio [sic] Narrow based carriers are not only dangerous but also uncomfortable for baby!" One commenter wrote. "River doesn't look particularly cosy in that pic."
Another warned about it causing hip dysplasia:
"Happy birthday. But please. Never use that carrier again. It's not ergonomic for child and can use hipdysplasia...Use a carrier that support [sic] from knee to knee!!"
Others were simply concerned River wasn't wearing gloves, remarking "her hands look cold" and "too cold for the baby without gloves".
Of the hundreds of comments, most were well-wishes for Jools' birthday, with many more defending her choice of carrier.
One supporter wrote: "Please don't spread misinformation. Narrow base carriers are perfectly safe if baby has no pre existing hip conditions. If mum and baby are happy and comfy there is no reason to disparage their choice," a supporter wrote, while another told everyone to "calm their tits".
Jamie and Jools are the parents of five children: Poppy Honey Rosie, 14, Daisy Boo Pamela, 13, Petal Blossom Rainbow, seven, Buddy Bear Maurice, six, and River Rocket.