Hamilton, who won the BBC's Sports Personality of the Year yesterday (20 December), raised eyebrows after chowing down on a cake with his vegan bulldog Roscoe.
An earlier picture showed eight-year-old Roscoe sitting in front of a bone-shaped cake with 'Welcome back Roscoe' written on it in icing. Feeding cake to your bulldog is unusual enough, but going half and half with your mutt is definitely a step too far for some.
Tucking into the shared cake with relish, Hamilton can be heard saying in the clip: "Some for you and some for me. Happy birthday! Thank you buddy. So good - delicious, right!"
The caption - written from the dog's perspective since it was shared on Roscoe's own Insta profile - reads: "I shares my cakes with dads, we best friendz."
Naturally, the general reaction to the video was one of confusion.
One wrote: "I think drinking from Danny ric's sweaty shoe is probably worse than this," a reference to Australian Formula 1 driver Daniel Ricciardo who is known for a celebratory shoey (drinking champagne out of shoes).
Another simply said: "That's nasty bro."
While a third wrote: "I feel like Roscoe is getting way much more than daddy."
Not the part of this video I'd focus on, but OK.
Battersea Dogs and Cats Home writes that it's up to owners if they want to share food with their dog, but they could end up with an upset stomach.
It advised: "There will be bacteria in a dog's saliva. Probably just a word of caution on that.
"It's up to an owner whether they want to share something with their dog, but they could end up with an upset stomach."
While the cake was likely sprinkled with dog slobber, it certainly did not contain any animal or dairy products, since Hamilton has revealed Roscoe is completely vegan.
The 35-year-old racing driver shared in an Instagram story earlier this year: "Hey guys, so Roscoe is now fully vegan.
"Since he has gone vegan, his coat is much softer, his swollen paws have healed up, he is no longer limping with the pain of arthritis, and his breathing has opened up. Super happy with the result and he is, too."
Roscoe clearly doesn't seem to have any complaints about the vegan cake he's tucking into, although maybe next time he can have a slice to himself without sharing with his dad.
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