Formula One champion Lewis Hamilton is being castigated online after celebrating Sunday's victory at the Chinese Grand Prix in Shanghai by spraying one of the hostesses with champagne.
Images posted exhaustively on social media show the Mercedes driver standing on the top tier of a podium and unleashing a flow of freshly popped champagne on the helpless Formula One hostess, who kind of smiles uncomfortably in response.
The driver has since gotten a verbal lashing from web users who've called him out as being a "pig" and a "wanker" (he's British, after all).
Anti-sexism campaigners have likewise described Hamilton's celebratory splashing as being "selfish and inconsiderate"—especially because he'd already been criticized for drenching a hostess with bubbly at the Spanish Grand Prix last year.
"It is surely a very difficult position to be a grid girl and she would have had little option but to stand there and take it," Roz Hardie told MailOnline. Hardie is the chief executive of Object, a group campaigning against media sexism and "sex object culture".
Hardie added that Hamilton's signature move of douchery shines light on the general issue of women being sexualized in the sporting world.
"Motor racing appears to unnecessarily portray women as sexualised objects and that probably makes it even harder for the women to stand up for themselves. We would hope people in the industry would be respectful to these women."
Users on Twitter seemed to hold a similar sentiment. A bulk of the comments pretty much just expressed sheer disgust.
Then some accused Hamilton's critics of being racist. Another person accused Hamilton himself of being racist.
Check out the gallery to read more of their comments.