Piers Morgan has dismissed speculation that a body double has been used for a tongue-in-cheek advert in which he appears semi-naked.

The Britain's Got Talent judge is fronting Burger King's new Flame fragrance campaign.

The product is billed as Britain's first celebrity fragrance with a hint of flame-grilled beef and it is priced at a recession-busting £4.99.

Morgan poses seductively in the ad in front of a log fire, wearing not much more than a Burger King medallion.

Morgan dismissed rumours that his head had been superimposed on a model's body as "wild media speculation".

The 44-year-old said: "I've waited 44 years for this."

Morgan said he had always felt his body would be used as a marketing tool.

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