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Ant Middleton slams ‘hypocritical’ SAS: Who Dares Wins over Australian promotion

Ant Middleton slams ‘hypocritical’ SAS: Who Dares Wins for still using his image to promote the show overseas even after he was sacked


Ant Middleton has blasted British TV series SAS: Who Dares Wins for using a promotional photo of him and his fellow instructors to advertise the show overseas even after his controversial sacking.

The former soldier, 41, who is now the chief instructor on SAS Australia, expressed anger on Instagram after discovering his image was still being used to promote the UK program on Australian on-demand platform 7plus. 

‘I’ve just seen an advert of SAS UK on 7+ here in Australia!’ he wrote.

Firing back: Ant Middleton (pictured) has blasted British TV series SAS: Who Dares Wins for using a promotional photo of him and his fellow instructors to advertise the show overseas even after his controversial sacking

‘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!’ 

Middleton pointed out that the advertisement for the British series coincided with the latest season of SAS Australia airing on Channel Seven.

‘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!’

'Laughable, hypocritical and shameful': The former soldier, 41, who is now the chief instructor on SAS Australia, expressed anger on Instagram after discovering his image was still being used to promote the UK program on Australian on-demand platform 7plus (pictured)

‘Laughable, hypocritical and shameful’: The former soldier, 41, who is now the chief instructor on SAS Australia, expressed anger on Instagram after discovering his image was still being used to promote the UK program on Australian on-demand platform 7plus (pictured)

‘It’s all about the money,’ he added, using the hashtag #FightCancelCulture. 

Many of Middleton’s Instagram followers agreed with his sentiments. 

‘Rocks in their heads,’ replied rugby league player George Burgess, whose brother Sam is currently competing on SAS Australia. 

‘Cancel culture is why none of us can say a word about the state the world is in,’ commented Bra Boy and SAS Australia competitor Koby Abberton.  

'Now that I’ve opened up a market for myself in Australia they are capitalising on my success': Middleton pointed out that the advertisement for the British series coincided with the latest season of SAS Australia airing on Channel Seven

‘Now that I’ve opened up a market for myself in Australia they are capitalising on my success’: Middleton pointed out that the advertisement for the British series coincided with the latest season of SAS Australia airing on Channel Seven

British musician Jude Moore said: ‘The UK love to cancel! Keep shining, brother.’  

Middleton was dropped as the chief instructor on SAS: Who Dares Wins by Britain’s Channel 4 due to complaints about his ‘personal conduct’. 

He had earlier faced controversy for offensive tweets he posted in relation to Black Lives Matter protesters and Covid-19. 

What happened: Middleton was dropped as the chief instructor on SAS: Who Dares Wins by Britain's Channel 4 due to complaints about his 'personal conduct'

What happened: Middleton was dropped as the chief instructor on SAS: Who Dares Wins by Britain’s Channel 4 due to complaints about his ‘personal conduct’

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