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BBC Breakfast viewers all said the same thing as they were left fuming over the programme's coverage of Prince Harry's new memoir, Spare.

The book releases in the UK today (January 10) after accidentally going on sale early in Spain – leading to plenty of leaks to the press.

One roving BBC reporter was on hand in London's flagship Waterstones store to talk about the hefty 400-page tome, with fans of the Duke of Sussex clamouring outside to get their hands on one of the first copies.

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But fans were left fuming at the "free advertising" the BBC was lending to the prince.

Presenter Sally Nugent told viewers: "It's predicted to be one of the best-selling books of the year. Do you know what I'm talking about? Prince Harry's memoir Spare, which is finally released today."

"You might just have heard about it," Jon Kay chimed in, as Royal Correspondent Sarah Campbell headed up the on-location report.

"Sarah, how popular is it proving to be already?" Sally quizzed her, as Sarah launched into a segment on the memoir.

"I know it feels like we have been talking about this book for days, but it has only just officially gone on sale," Sarah explained.

Fans, however, certainly agreed with the sentiment – and weren't happy about the amount of air time the book was getting.

Taking to Twitter with their thoughts, one penned: "I enjoy a good book – which is why I wouldn't touch this tripe at any price. Contributing to this little [s***]'s pension fund is appalling!"

Another said: "@BBCBreakfast I hope Harry is giving you a share of the profits from his book the amount of free advertising you’ve given him."

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"I didn’t think @BBCBreakfast were allowed to advertise? 06:55 they are advertising & promoting Prince Harry’s book and Waterstones!" a third fumed.

Someone else added: "Pretty sure @bbcbreakfast are Harry's official advertisers. He couldn't have paid for this publicity!"

Later in the programme, Sarah explained: "It is, according to Waterstones, one of their biggest pre-orders for a decade. It's top of the list on Amazon in terms of pre-orders."

She explained that a "handful of people" turned out to a WHSmith store which opened at midnight to flog the book clamouring to buy it – but said: "I'm not going to exaggerate, there were lots of photographers and press [too]."

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• BBC
• Prince Harry
• BBC Breakfast

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