The treatment of Heavy D by Celebrity Big Brother contestants Stephen Bear and Lewis Bloor has left some viewers concerned about bullying.
In Big Brother's Big Risk shopping task, Storage Hunters star Heavy D was chosen to survive on "slops" for a day.
But Bear and Lewis goaded him into breaking the rules by eating a slice of cake.
The two begged him: "Having a bit of cake, mate," and pleaded: "Mate, come on, it's only a little bit. I'm sure it won't be that bad."
But despite him telling them: "No, I can't ... I can't do it," Ex On The Beach's Bear tried to feed him the food by saying: "Here comes the aeroplane".
Bear then persuaded his fellow housemate to eat after telling him: "Come on. You're Heavy D, mate. Heavy D would eat it."
Former Strictly Come Dancing professional James Jordan commented on Twitter.
Some thought it was all in good fun...
While others thought it was cruel.
Thursday's episode of the Channel 5 reality show saw another twist - as Renee Graziano was able to avoid eviction by nominating another housemate, Chloe Khan.
Mob Wives star Renee had been due to face the public vote alongside Marnie Simpson, James Whale and Bear, but in the shopping task she chose to play for her own benefit, and won a "save and replace".
Her choice led to a furious row with Bear, who has begun a sexual relationship with Chloe in the house.
In Thursday's episode he was shown sucking her nipples and asking her to "audition" for him.