The View panellist Sunny Hostin has criticised the way Kim Kardashian and fellow influencers raise their kids.
The lawyer-turned-presenter, 54, hit out at those who "use" their children as part of their "brand" to increase exposure online.
Although she didn't name drop mum-of-four Kim as such in the clip, viewers at home were convinced it was the reality TV star and her ilk that she was referring to.
The discussion came about when Sunny and her fellow panellists were discussing a lawsuit in which certain children were suing their influencer parents for exposing them to social media.
Making her feelings known, a stern Sunny said: "I don’t understand these parents that use their children to make money on social media.
"We know who they are we don’t have to name-check but you do see it on social media all the time.
"They're doing stuff with their kids and they're telling you how to raise yours and all of this, so their children become their brand. They make money off of their children."
She went on to slam the decision, saying it is "such a violation of a child".
Sunny continued: "As you notice, I don't put up a lot of pictures of Paloma [her daughter], because she doesn't like it. And she has agency to say no.
"And she's always kind of said no about it. Gabriel [her son], on the other hand, doesn't care. I don't want to make my kids my brand."
It was a thought that was echoed by the other panellists, including Ana Navarro, who said it was dangerous to make your child so recognisable.
"You're putting a target on their back," she said. "You're making them that much more vulnerable to bad things happening."
Fans on social media were keen to point out they felt Sunny's shade was indirectly referring to Kim and her family.
One Twitter user wrote: "Aunty Sunny is sending subtly sending shade to Kim Kardashian," while another said they "live for" Sunny's "subtle shade".
Kim's parenting is often a hot topic online. In March, she was mum-shamed as she launched a business empire for daughter North, 9.
Reports suggested the SKIMS founder had filed four new trademarks for her eldest kid, including a skincare range and toy line.
Fans were quick to fume about her decision, pleading with her to let North "just be a kid".
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