Chrissy Teigen helped welcome 2019 by discussing a genital health routine she undertakes on live television in the US and some viewers were very unhappy.
The supermodel co-hosted NBC's New Year's Eve show with Carson Daly and around 13 minutes before midnight, talked about vaginal steaming.
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Teigen shared a photo of herself undergoing the procedure before explaining she doesn't like to do it - but does as Gwyneth Paltrow says she should.
"Classical vaginal steaming... yeah, I like to steam my vag," the 33-year-old said as the photo popped up on screen.
"Listen, I don't like to do it, but if GP [Gwyneth Paltrow] tells me to do it, I'm kinda into it."
"What does that mean?" Daly asked, before joking Teigen should "be in prison".
Some viewers claiming to be parents took to Twitter to about their children learning about the feminine health treatment.
"OK, now, really? My nine-year-old son does not need to hear about Chrissy's vaginal steaming," said one.
"What a waste of my final hour of 2018! My poor kids! I really don't even know how to explain 'vaginal steaming' to them," said another.
"Really?! The host of NYE... vaginal steaming? Come on, have a little class. Too many families watching, honey. Not cute," said yet another.
Teigen, who originally posted the vaginal steaming pic on her Instagram account, only replied to one Twitter user who complained about the content.
"Oooo vaginas! How traumatising!" she said, along with poking fun at their Twitter name.
NBC's official Twitter account has not responded to the complaints.