Jeremy Clarkson has already angered health and safety groups ahead of series two of his hit show Clarkson's Farm.
The 61-year-old presenter has taken on the world of farming and shared some controversial promo snaps ahead of the new series with his co-star Kaleb Cooper.
Amazon Prime Video dropped three first look images as production on the second season continued at the famous Diddly Squat Farm in Chipping Norton.
In one snap, The Grand Tour host can be seen driving a cultivator with Kaleb lying in the weigh box at the front.
Since the release of the photos, the manager of the Farm Safety Foundation Stephanie Berkeley has told Farmers Weekly that the Amazon Prime show could have encouraged more responsible use of farm equipment.
She said: "This programme could be a great way to help improve this, so it is a pity that they chose to use this photo displaying such poor safety behaviour.
"Agriculture continues to have the poorest safety record of any occupation in the UK and we are working hard to change that."
Elizabeth Creed, farm safety consultant at the Institute of Occupational Safety and Health, said it was "highly disappointed" with the promo snap for the second series.
She said: "It is frustrating that the team at Clarkson’s Farm did not recognise that their platform has a huge potential for influencing and encouraging a positive safety culture in farming.
"We have suffered a number of fatal incidents this year."
The farming documentary follows new farmer Jeremy on his day-to-day life running his Cotwolds, Oxfordshire, farm looking after livestock and growing crops.
A spokesperson for Clarkson's Farm has said in a statement: "Our first series showed Jeremy has great respect for the farming community.
"However, its remit (or the programme) is not a “how to guide” to farmers who already know far more than he does."
The Amazon Prime show faced delays last season due to the coronavirus pandemic.
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