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.
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.
Others questioned the star's participation in gas-guzzling Formula 1, and his sponsorship from L'Oreal which uses plastic to package its product.