A TV presenter working for the BBC was found dead in his apartment after his bid to get a thrill from a suspected solo sex game apparently went wrong.
Kristian Digby, 32, is believed to have suffocated while starving himself of oxygen for sexual arousal.
The death of the To Buy Or Not To Buy host has been described as "unexplained" by authorities.
"At this time we believe he died from auto-erotic asphyxiation," The Sun quoted a source as saying.
A Met Police spokesman said: "The man was pronounced dead at the scene, family have been informed. Officers are investigating."
The BBC said in a statement: "Kristian was a much-loved and talented presenter. He brought a real sense of energy and warmth to all the shows. Our thoughts are with his family."