Grant Bovey, the former husband of presenter Anthea Turner, is the latest name to be linked to the upcoming series of Celebrity Big Brother.
The couple were married in 2000, with the rights to the ceremony bought by OK! magazine - which issued an infamous photograph of the newly weds eating Cadbury's chocolates.
The commercial slant of the wedding photo sparked a negative reaction in the press and was subsequently dubbed 'Flakegate'. The couple divorced last year.
Anthea, 56, shot to fame in 1992 as a host of children's TV show Blue Peter. She went on to work for ITV's breakfast station GMTV among other television credits including a 2001 appearance on Celebrity Big Brother.
The star came fourth - comedian Jack Dee won the first ever celebrity version.
Property businessman Grant was declared bankrupt in 2010 after he apparently racked up debts of £50 million. According to The Sun, he has been reportedly offered £100,000 to enter the Elstree house.
Other names in the frame for the reality series include comedian Helen Lederer and rapper Lil' Kim.
Channel 5 told the Press Association that they do not comment on rumoured housmates.