'This Morning' viewers horrified about dog being dyed green like The Grinch

This Morning viewers were horrified to see a dog dyed green like The Grinch for Christmas.

Friday morning’s instalment of the ITV daytime show saw presenters Holly Willoughby and Phillip Schofield chatting to dog groomer Gabriel Feitosa.

He had gone viral for turning a customer’s pet pooch a bright shade of green for the festive season.

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Feitosa, who joined the show on Zoom from the US, did explain that the dye was totally dog-friendly.

“Everything is vegan and non-toxic, it is developed for animals and that’s what people don’t understand, it’s that the cosmetics for the grooming industry now are very advanced,” he said. “We have whitening shampoos, we have deep conditioners, we have hair dye for dogs, semi-permanent and permanent dyes."

He also said he’d even made a video showing him eating some doggy dye to prove its safety, and that some ingredients were actually "food approved".

Plenty of viewers were still unimpressed with the pooch's colour job.

“A dog is not an accessory,” one outraged viewer posted on Twitter.

“It’s a dog not a colouring book,” pointed out another.

“Oh God no.....why would anyone want to paint their dogs for???” tweeted another person. “What's wrong with just putting doggy costumes on them????”

However, others couldn’t see what the issue was.

“If you are not using dangerous dye I don’t see what the problem is?” one person posted.

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“I doubt the dogs see themselves in the mirror and don’t recognise themselves.”

“Why are people stressing - if it’s safe then there’s no problem,” said another.

Watch: Dog groomer Gabriel Feitosa gives his pup clients festive Christmas makeover