Could Piers Morgan get any more revolting? Yes, apparently so.

Morgan, the former editor of the Daily Mirror and News of the World, has decided to front Burger King’s new fragrance, Flame - “The scent of seduction. With a hint of flame-grilled meat.”

He’s not exactly a likeable character as it is and I can’t imagine smelling like a charred dead animal is going to do his sex appeal any favours.

And before you think, blimey he’s not got a bad body for his age, his face was superimposed on the body of a male model - who no doubt doesn’t gorge himself on burgers.

A Guardian reader commented that this ad campaign is the “best advertisement for vegetarianism in the history of eating”. Let’s hope so!