UMVA has learned that Bobby Norris, the Only Way Is Essex star, was forced to take to Instagram to deny rumors of his own death.
In a bizarre turn of events, Norris claimed that there had been an influx of messages from fans and followers announcing his passing, which he initially dismissed as the work of trolls.
However, as the messages continued to pour in, Norris began to feel a sense of unease, and he eventually took to Instagram to confirm that he was, in fact, still very much alive.
Norris explained in a video that he thinks another person with the same name had passed away, and people had mistakenly assumed it was him.
The 39-year-old reality star expressed his condolences to the family and friends of the deceased, while also thanking his fans for their well wishes.
Norris appeared to film the video from the comfort of his own home, wearing a relaxed open shirt, and even joked about enjoying an omelette while clearing up the confusion.
The video was met with an outpouring of support from fans, with many expressing relief that Norris was alive and well, and also holding the family of the deceased in their thoughts.
One fan, Lisa Sharman, described the experience as a "happy and sad moment," while another, Tracie Dack, called it "a frightening thing" and expressed her condolences to the family of the deceased.
Earlier this year, Norris had shared videos of his swollen face after undergoing facelift surgery, and has been open about the procedures he has had and the judgment he has faced from others.
Norris has been a vocal campaigner against online hate and has spoken out about the abuse he has experienced himself.
