But while the photo was meant to be a bit of fun, his cheeky snap has divided his 269k Instagram followers.
“Actually very disappointing .... no need for this kind of photo,” one person fumed.
“Great parenting,” another wrote, adding the remark was made “sarcastically”.
“That’s fine to take a pic of yourself like that but with your daughter really!!” another raged.
But not everyone disapproved.
“I think this is great... And seriously people need to get over it,” one fan said.
“You’ll have to recreate this together in 20 years,” another suggested.
Sam’s wife Snezana, who's currently expecting their second child together, saw the funny side, judging by her comment using a series of emjois, including a peach, a cheeky monkey and a face palm.