As the war against plastic continues, Lewis Hamilton has expressed his fury at companies who are "blindly fixated on profit" after spending two hours cleaning up a beach littered with rubbish.
The four-time Formula One champion posted a minute-long video to social media encouraging people to think about the impact their actions have on the environment, calling the pollution "disgusting."
"Okay guys I'm here in this beautiful part of the world, we have found this trash space here and we have come to clean up," said Hamilton, who was reportedly on the Greek island of Mykonos.
"I just wanted you guys to see the impact you are having when you buy plastic and throw it away. This is where it goes. It's disgusting.
"What you end up buying ends up in the damn sea. Think. Think about it. We came here and this was completely covered in plastic bottles."
Pointing at other rubbish, he added: "This is all polystyrene, little, small pieces. We are going to come back and try to hoover it up.
"Just don't buy polystyrene either. Plastic, polystyrene, all those things. Do not support these companies."
The video was posted on Hamilton's Instagram account with the message, "We couldn't stand by, we had to do something. We all need to act, we must stop supporting companies that are blindly fixated on their profits at the expense of our beautiful planet and its environment.
"Please don't buy plastic. Please always recycle, we can all make a huge difference through the actions that we take every single day!"
Twitter users expressed their gratitude at the Mercedes driver for raising awareness of the problem.
"Lewis Hamilton just went right up in my respect-o-meter! Good to see the rich and famous being proactive to help our beautiful planet!" one user tweeted.
Others questioned the star's participation in gas-guzzling Formula 1, and his sponsorship from L'Oreal which uses plastic to package its product.
"I just do not like this hypocrisy from Lewis. How much plastic does L'Oreal use a year? You know, one of his main sponsors that are blindly fixated on profit," another user tweeted.