Stewart-Haas Racing's Kevin Harvick says Kyle Busch criticising the NASCAR Cup Series for promoting the profiles of its young drivers is like "the child that's whining for attention".
In recent years NASCAR has made an effort to encourage rising stars like Ryan Blaney, Chase Elliott and Kyle Larson to engage with supporters, as star names such as Dale Earnhardt Jr have exited the series.
Busch described NASCAR's efforts as "bothersome" and "stupid", but Harvick said it is necessary for the series.
"That is like the child that is whining for some attention," said Harvick.
"NASCAR has been very open to the things that they are doing and involving us in. So I can't back that up, to be honest with you.
"You have to have a push for the younger generation as well in order to help introduce them to the fans, and in the end that only works if they have the success on the race track.
"There has to be a push for the guys coming up to introduce them to who they are."
Penske's Blaney and new Richard Petty Motorsports driver Darrell Wallace Jr have also disagreed with Busch.
Blaney said he was upset by Busch's "bashing" of NASCAR.
"The reason why I get asked to do more [promotion] is because I say 'yes' a lot. It's good for the sport and myself," he said.
"I can tell you personally, he [Busch] doesn't like doing a lot of stuff. And that's why they don't ask him to do a lot of stuff.
"So that kind of made me a little upset how he bashed that part of it. But to each his own. If he doesn't want to do anything, so be it.
"It's not just younger drivers who are going to make people appeal to the sport. It's the whole lot."
Wallace Jr added Busch's comments were "stupid" considering Busch was once a young driver himself.
"I love Kyle to death, but, damn dude, come on," Wallace said.
"He was in the same spot we were. So, I'm not really sure what he's trying to say.
"He had some of the same treatment we went through. I will say if I ever get to this level you can pinch me and bring me back down, but when they [older drivers] get to a certain level, they stop doing stuff."
But NASCAR has said it can understand Busch's comments because he did not get the same opportunity to promote himself compared to the new generation.
"Until four or five years ago, most of our marketing was about the racing itself and pretty pictures around the racing," said Steve Phelps, NASCAR's chief global sales and marketing officer.
"It wasn't about the stars of our sport.
"I think it's a fair statement that we did not give that kind of support."