Justin Bieber has again been criticized by PETA after the singer was photographed cuddling with a lion cub.
Bieber was snapped playing with Alex the Lion before his homecoming Toronto concert Wednesday (May 18) night.
The white lion cub's owner, Alex Haditaghi, shared the moment in a pair of Instagram posts. He captioned one: "After being fed by Justin Bieber, Alex is one of JB's biggest fans! Justin really cares about the conservation of these beautiful animals! He is truly a class act and awesome guy!."
However, PETA doesn't see the lighter side of it. "This is cruelty, not conservation, and it's time for @justinbieber to say 'Sorry' for endorsing the sleazy exotic-animals trade," the organization tweeted.
This is cruelty, not conservation, and it's time for @justinbieber to say "Sorry" for endorsing the sleazy exotic-animals trade.
Just days earlier, the Canadian pop star came under fire from PETA for posing with a chained Bengal tiger, which the animal welfare group claimed was an abused animal on loan from a local zoo. Bieber has run into trouble in the past with exotic pets including his pet monkey, Mally, which was briefly seized by German customs authorities when the singer failed to produce the required papers while on tour.
Bieber clearly has a thing for big cats. He recently shared an image of his new bling: a diamond-studded Cartier necklace shaped into a jaguar's head.
See more photos of Justin Bieber through the years:
The Evolution of Justin Bieber
PETA tells Justin Bieber to say 'Sorry' after latest big cat photo
The "Baby" singer headed straight to the salon for a new makeover ... this time going blonde! (Instagram)
Canadian pop megastar Justin Bieber (C) plays basketball with a young survivor of Super Typhoon Haiyan in Palo, Leyte province on December 10, 2013. Pop megastar Justin Bieber sang to and played basketball with young survivors of the Philippines' deadliest typhoon on December 10 after he flew into the disaster zone to boost an international relief effort. AFP PHOTO (Photo credit should read STR/AFP/Getty Images)
LOS ANGELES, CA - AUGUST 23: Justin Bieber attends a VMA Pre-Party hosted by Chris Brown & Pia Mia featuring Bera on August 23, 2014 in Los Angeles, California. (Photo by Araya Diaz/Getty Images)
LOS ANGELES, CA - JULY 27: Make A Wish recipient Wish Child Grace (R) and honoree Justin Bieber speak onstage at the 2014 Young Hollywood Awards brought to you by Samsung Galaxy at The Wiltern on July 27, 2014 in Los Angeles, California. The Young Hollywood Awards will air on Monday, July 28 8/7c on The CW. (Photo by Alberto E. Rodriguez/Getty Images for Variety)
LOS ANGELES, CA - JULY 27: The winner of Champ of Charity singer Justin Bieber (L) and singer Cody Simpson onstage at the 2014 Young Hollywood Awards brought to you by Samsung Galaxy at The Wiltern on July 27, 2014 in Los Angeles, California. The Young Hollywood Awards will air on Monday, July 28 8/7c on The CW. (Photo by Frederick M. Brown/Getty Images for Variety)
Justin Bieber attends the Yves Saint Laurent men's fall line and the first part of its women's collection fashion show at the Paladium, in Hollywood, California, February 10, 2016. / AFP / ROBYN BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)