Watch: Piers Morgan's rant about celebs who share nude pregnancy pictures
The Good Morning Britain presenter was prompted to complain after American model Ratajkowski, 29, who is expecting her first child, posted the pictures on Instagram, even though producers told him they could not show the photos on the breakfast show.
Morgan said: "She has gone completely naked. It seems almost mandatory now for famous women, when they're pregnant, to go naked. Just to show what a naked pregnant woman looks like."
Co-host Susanna Reid countered: "She's a model, isn't she? She's celebrating her body!"
Morgan ranted: "We are kind of done, aren't we? Of the naked, pregnant, famous person doing it just for clicks?
"Demi Moore did it about 30 years ago and ever since, every week there's another famous woman going: 'Look at me! I'm naked and pregnant… But please respect my privacy.'"
Hollywood star Demi Moore famously posed naked on the cover of Vanity Fair magazine in 1991 while seven months pregnant with her second child Scout LaRue Willis, sparking a trend.
Morgan clashed with Ratajkowski when he commented a naked photograph she shared online in 2016.
He commented: "Do you want me to buy you some clothes? You look freezing."
The model hit back: "Thanks, but I don't need clothes as much as you need press."
Ratajkowski – who married movie producer Sebastian Bear-McClard in February 2018 – announced last year her plans for raising her child gender-fluid.
Watch: Emily Ratajkowski is happy to be expecting