I'm A Celeb's Cliff Parisi sparked confusion among fans when he was seen smoking.
The EastEnders star, 59, was spotted discretely puffing away on a nicotine inhalator during Wednesday's installment of I'm A Celebrity Get Me Out Of Here.
Yet eagle-eyed fans didn't miss the moment Cliff was sneaking a puff while he was sat around camp with the other reality stars.
The actor was completely at ease as he smoked while chatting Andrew Maxwell and Myles Stephenson in camp.
TV sources explained the soap star has a "nicotine inhalator" and "campmates can smoke".
No other campmates have been caught smoking this year on camera.
Social media was awash with fans questioning what they had just seen after spying Cliff with a cigarette to hand.
There was confusion among fans on whether smoking was allowed in camp but ITV have said in previous years the celebs can smoke.
"Was Cliff just smoking?? Thought cigarettes weren't allowed." One fan wrote, leading the troops.
Another added: "Was Cliff just smoking?? #ImACeleb ."
The Mirror has reached out to a representative for I'm A Celebrity... Get Me Out Of Here.
Cliff has been forced to sit out on three Bushtucker Trials on medical grounds.
Last year, an ITV spokesperson revealed the campmates are allowed to smoke in the camp but they had to stub their cigarettes out in the campfire.
This year there is no campfire because of the raging bushfires in Australia wrecking havoc near the £7million campsite.
A spokesperson previously told The Express: “Celebrities who smoke are allowed to smoke in camp.
“They have to smoke near the campfire and then put stubs in the fire. We don’t have an allocation regarding cigarettes, if a celebrity smokes, they can smoke, smoking is not hidden on screen.”
Rita Simons and Malique Thompson-Dwyer were seen smoking around the fireplace last year.