Disgraced former PR guru Max Clifford has died after collapsing at Littlehey Prison in Cambridgeshire.
A spokeswoman for the Ministry of Justice have confirmed that Max died in hospital from a heart attack.
It was believed the jailed publicist collapsed in his cell last Thursday (07 Dec 2017) as he was trying to clean it, and collapsed again the following day.
He had been serving an eight-year sentence for historical sex offences.
The Ministry of Justice said: "As with all deaths in custody, there will be an investigation by the independent Prisons and Probation Ombudsman."
A spokeswoman added: "Our condolences are with Mr Clifford's family at this difficult time.
His daughter Louise, 46, had told the Mail on Sunday that the media mogul first collapsed in his cell on Thursday when he was trying to clean it, adding: "It was just too much."
Why was Max Clifford in prison?
Max Clifford was sentenced to eight-years imprisonment un 2014 after being found guilty of eight counts of indecent assault between 1977 and 1985.
NOW - read all the celebrities who have secret twins:
13 celebrities and their secret twins
1 of 22Gisele Bündchen
Yes Gisele Bündchen - possibly the most drop-dead gorgeous woman in the world - has a twin.
2 of 22Gisele Bündchen and her twin sister Patricia
And while Gisele's twin sister Patricia may not be a world famous supermodel, she's still insanely gorgeous. What a pair.
3 of 22Scarlett Johansson
Scarlett Johansson may be one of the most famous women on the planet, but one thing you might not know about her is that she has a twin brother.
4 of 22Scarlett Johansson and her twin brother Hunter
Scarlett Johansson's twin brother is called Hunter. The pair are obviously very close, and Scarlett often takes Hunter as her plus one to premieres and awards ceremonies. SO CUTE.
5 of 22Aaron Carter
Remember Aaron Carter (you know, Back Street Boys' Nick Carter's precocious younger brother)? Well it turns out he didn't arrive in this world alone...
6 of 22Aaron Carter and his twin sister Angel
Because Aaron Carter has a twin sister called Angel! The pair are so close that Aaron walked Angel down the aisle at her 2014 wedding. Now that's real #TwinGoals
7 of 22Ashton Kutcher
Ashton Kutcher (or Mr Mila Kunis as we like to call him) has it all. A great career, a massive house (we assume), cute kids, a gorgeous wife... and a twin.
8 of 22Ashton Kutcher and his twin brother Michael
Ashton's twin brother Michael was born with cerebral palsy. Talking about his twin, Ashton said: "I was born a twin and from the moment I came into this world I had to share it with someone. I shared every birthday, every Christmas, I shared my bedroom, I shared my clothes, I shared everything I had in this world and I didn't know that there was another way because I always had my brother with me." So lovely.
9 of 22Alanis Morisette
So... it turns out Canadian crooner Alanis Morissette has a twin brother. Is that ironic? Probably not, tbh...
10 of 22Alanis Morisette and her twin brother Wade
Alanis' twin brother Wade Imre Morissette is also a recording artist, and his music blends indie rock/pop music with Sanskrit and English chants (trippy). Being super-cool obviously runs in their genes.
11 of 22Laverne Cox
Orange Is The New Black star and LGBT advocate Laverne Cox may seem like a true one off, but it turns out she's a twin.
12 of 22Laverne Cox and her twin brother M Lamar
You won't be surprised to hear that Laverne Cox's twin brother M Lamar is just as fabulous as she is. Not only did he play Sophia (Laverne's OITNB character) in some pre-transition flashback scenes, but he also lives in New York where he works as a composer, musician, performer and multimedia artist.
13 of 22Olly Murs
X Factor warbler Olly Murs has a twin brother Ben, who is now sadly estranged from the rest of the family.
14 of 22Olly Murs and his twin brother Ben
Ben - who no longer talks to his twin brother or his parents and blames Olly's career for tearing the family apart - recently took his wife's surname, changing his name to Ben Hart. So sad.
15 of 22Mo Farah
Olympic hero Mo Farah (or should that be Sir Mo Farah - fancy!) has a twin brother called Hassan.
16 of 22Mo Farah and his twin brother Hassan
Tragically, Mo and his twin brother Hassan didn't see each other for 12 years after they were separated by war in their homeland of Somalia at the age of eight. Talking about his bond with his brother in his autobiography Twin Ambitions, Mo wrote: "There's this special connection that the two of you have. You instinctively feel what the other person is going through – even if you live thousands of miles apart."
17 of 22Rosie Fortescue
Posh Made In Chelsea totty and all round cool girl Rosie Fortescue is one of, er, two.
18 of 22Rosie Fortescue and her sister Lily
Like Rosie (who runs a blog and has her own jewellery line), her twin sister Lily Fortescue is also a fashionable business woman, and in 2016 she launched a dating app called Ciao. Nice work, ladies.
19 of 22Siva Kaneswaran
The Wanted's Siva Kaneswaran not only has KILLER cheek bones, he also has a twin.
20 of 22Siva Kaneswaran and his brother Kumar
Here's Siva, er, twinning with his twin brother, Kumar. Looking good, boys.
21 of 22Vin Diesel
Not only does Vin Diesel have a twin brother, but his real name is Mark Sinclair. We know! Like, Vin, who even are you?
22 of 22Vin Diesel and his twin brother Paul
And as you can see, while Vin (or should that be Mark?) got the fame and money, his brother Paul got the hair. I think we can call that even, right?