A fed-up travel journalist in the US has launched a social media campaign urging fellow flyers to call out travellers who try to skirt checked baggage fees with ridiculous amounts of carry-on bags.
"We've all seen them. The passengers at the gate dragging roller luggage that is more the size of a clown car than a carry-on," wrote travel editor Spud Hilton on his San Francisco Gate blog Bad Latitude.
"And of course they have a 'personal item,' a bag or case in which you could smuggle a small pony."
To put a halt to the growing nuisance that's clogging up overhead stowage bins, delaying flights, and causing onboard fights, Hilton has called on passengers to document the worst offenders in photos or videos and post them on Instagram, Twitter and Vine using the hashtag #CarryOnShame.
Over on Twitter, the campaign has been widely praised for bringing the issue to light, with participants taking photos of bags busting at the seams and stuffed gym bags posing as 'personal items.'
But not everyone agreed.
"Not sure how I feel about this #carryonshamecampaign. Why do travelers feel the need to shame each other? Seems a little mean," wrote one Twitter user.