His fellow band member appears to nudge him when the camera is on them. Photo / BBC
Italy has been crowned this year's Eurovision winner, with a rocking performance by Maneskin, with their song "Zitti E Buoni".
It was the first time since 2006 that a band - rather than a solo act - won this contest.
The performance on stage was nothing compared to what happened during one of the moments the Italian band was on screen.
As the camera zoomed in on the Italian team, the one of the band members appears to snort a line of coke, according to numerous Twitter users.
The short clip has gone viral on social media, with people puzzled about what exactly they were watching, on live TV.
Other Twitter users believed the act could be far more innocent than first presumed.
"Watching it back, it looks like he's looking at a phone without glasses on," one person said, posting a video of the BBC coverage of the segment.
It's not even the only controversial moment of the 65th Eurovision Song Contest final, which took place in Rotterdam this morning (NZ time).
The UK's James Newman finished at the bottom with a grand total of zero points. While this is not the first time this has happened to the UK, it is the first time they have received zero points from both the professional jury and the wider public of Europe.
Controversies aside, Italy will host the Eurovision in 2022.
'I found out about it this morning.' (This article contains spoilers).