Music mogul Simon Cowell once turned down a $2 million offer to promote Viagra, because he viewed the offer as "a f**king insult".

The American Idol judge, 48, admits he was asked to become the new face of the men’s sex aid, but was so outraged at the drug manufacturer’s brazen offer he rejected the six-figure deal.

He says, "Last year (07) my agent rang me and said: ‘You’ve been offered an incredibly big deal. It’s to be the face of Viagra.’ "And I just said: ‘Sorry, but that has to be a f**king insult.’"