Challenge TV has been ridiculed after wishing late TV presenter Dale Winton a 'Happy Birthday'.
The satellite channel sweetly told the Supermarket Sweep host to 'have a good one' on what would have been his 64th birthday.
Only problem is he died last year.
The tweet read: 'Happy Birthday to the legendary Dale Winton! Have a good one – despite the star passing away last April.
The Hole in the Wall host was found dead in April 2018 at his rented semi in north London, leading to an outpouring of grief from the world of showbiz.
An inquest found he'd died from natural causes
RadioTimes columnist journalist Scott Bryan led the condemnation with the caption: "Oh no."
Other twitter users have slammed the gaffe tweet calling for it to be deleted with one quipping: "Supermarket Sweep this under the rug."
"Hope you haven't bought him a cake," another wisecracked.
The embarrassing blunder amassed over 400 retweets before being taken down after an hour.
Challenge TV has been contacted for comment.
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