James Jordan has been slammed for posting a 'before' photo of wife Ola just days after she gave birth to flog their new weight loss plan.
The Strictly Come Dancing star, 44, has been accused of "putting pressure on new mums" by sharing a photo of a tired Ola, 40, holding daughter Ella next to a more recent picture of the pair.
In the now-deleted post, James captioned the photos: "Wow! What a change. Ola is half the woman she was and Ella is nearly as big as her."
However, his comments appeared to miss the mark, with many fans suggesting the dancer was putting pressure on mums to lose weight after giving birth.
Ola posted the same pictures on her Instagram with the caption: "Can't believe how much she's grown."
Her followers were more supportive, praising the mum-of-one for "looking beautiful in both pictures."
One said: "In the first one you look radiant having just popped out an adorable little girl and in the second you look beautiful because you look how you want to and your daughter makes you happy."
James' original post appears to have since been deleted.
The Strictly stars have shed more than seven stone between them after putting on weight after Ella was born.
The couple lost six and a half stone in total in four months with their fitness plan after they were told they were "obese" by doctors.
Ola said she was "huge" and "needed a wake up call" after she found herself avoiding a party because she was worried her clothes wouldn't fit.
Speaking on Lorraine, James said: "Ella is an IVF baby and we were told that we are in the obese category.
"Ola is 5ft3 and was nearly 12st so we were in the obese category and we were told if we want another baby, we had to lose weight."
Ola went from a size eight to a size 12-14, weighing in at 11st 9lb, which she says happened after she gave up training and lived on junk food.
"I really wasn't myself. I had never felt like that," she admitted.
The dancer continued: "There was a party, I didn't want to dress myself and James went without me and I sat on the sofa with a glass of wine and posted it. I wasn't myself, it was really hard.
"The turning point came when I didn't want to go out. I didn't want to dress myself. So I stayed in and drank a glass of wine.
"It was huge and I was huge! I needed a wake up call."
The couple have now released a diet and exercise plan called Dance Shred with the help of celebrity dietician Jo Travers and nutritionist Amanda Ursell.
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