Ant Middleton has hit out at 'hypocritical' SAS: Who Dares Wins UK for using his image in its advertisement.
The 41-year-old went on an Instagram rant after seeing a promo pic for the hit series on an on demand service for Channel 7 in Australia, which included a photo of him.
In a post to his channel, Middleton said it was a clear example of double standards, considering the fact that he had been 'sacked' by Channel 4.
Advert
He said: "I've just seen an advert of SAS UK on 7+ here in Australia! Funny how the UK cancel culture 'supposedly' sacked me but they're still willing to make money from my profile, my brand, my name, my work and my show!
"And now that I've opened up a market for myself in Australia they are capitalising on my success!
"Laughable, hypocritical and shameful but business is business and that's exactly what it is... just business baby! '#fightcancelculture #allnoise #allBS."
Middleton worked on the UK series for several years before it was announced back in March this year that he had parted company with Channel 4.
Advert
At the time, he claimed he had quit, allegedly realising that the series was no longer authentic enough.
He said: "When I filmed the last episode, it became a half-scripted sort of reality show, full control was taken from me, from health and safety to production."
"And after that I said, 'Look, I'm not gonna film anymore, I'm done with SAS: Who Dares Wins'. I wanted to part in a healthy way and in a positive way.
"[Channel 4] knew I was going, and all of a sudden they dropped this bomb about Black Lives Matter, about been axed."
Advert
Channel 4 said, however, that it decided not to renew Middleton's contract because of his 'personal conduct'.
The company said: "Following a number of discussions, Channel 4 and Minnow Films have had with him in relation to his personal conduct it has become clear that our views and values are not aligned and we will not be working with him again."
Speaking on Good Morning Britain about his departure, Middleton added: "Over the years, the PC patrol have kicked in, the woke patrol have kicked in to the point where we can't say anything, we can't be ourselves.
"We can't even act on the ground without health and safety jumping in going, 'Oh! You can't put them in at shoulder level in the water, you've got to put them at waist height', and it's been so controlled and so managed and so inauthentic now that I've decided to be completely walk away."
Earlier this month, Middleton came in for some ridicule, when a video emerged of him delivering a motivational speech.
Advert
Some joked that the footage reminded them of something out of The Office, with the former soldier likened to David Brent.
In the video, Middleton says: "It's about me recognising your weaknesses, you recognising my weaknesses and naturally filling that spot when that comes into play.
"A weakness comes into play - 'Well don't worry brother, I've got you'."
Featured Image Credit: PATopics: UK News, Entertainment, SAS: Who Dares Wins, UK Entertainment, Channel 4