Viewers of British celebrity survivor show I'm A Celebrity... Get Me Out Of Here! are furious after two contestants talked about the possibility that Santa may not exist.
Former footballer Ian Wright and ex-rugby player James Haskell had the conversation when the two were reminiscing about childhood memories of Christmas.
"Christmas is just the most magical time of the year, it's my favourite time of the year," Haskell told his fellow contestant. "My parents are amazing, they spoilt me rotten."
Wright replied, telling Haskell when his girls were younger he would dress up as Santa Claus - implying that Santa isn't a real person.
Despite the show airing past daytime hours, outraged responses from parents flooded ITV's Twitter account.
ITV is the media company in charge of I'm A Celebrity... Get Me Out Of Here!
Twitter user @ThosKenna said "I think @IanWright0 and @jameshaskell need to be taken aside off-camera and spoken to, almost ruining Christmas for my 11-year-olds. I record the show for them to watch after they finish their homework. I occasionally look at it myself."
Another said "so @ITV obviously don't want kids to watch I'm a celeb......out of order for tonight what are you thinking ?? Just before Christmas aswell @imacelebrity."
@kayla_birks posted "whooooa #ImACeleb less of the Santa talk!! Got a poorly nine-year-old watching here."
