The Union J singer has addressed speculation surrounding his sexuality and said that although he's had both girlfriends and boyfriends in the past, it's not something he wants to 'put a label' on.
He told fans in an emotional clip: "I've been on a personal journey and I want you to be part of that journey from now on, so I want to start 2016 with a clean slate.
"I went into the jungle and it gave me a lot of time to reflect on what's important to me, and what is important to me is that I can be myself, and that I don't feel I should hide anything.
"So…here it is. I've been reading a lot of speculation about my sexuality online, as to whether I'm straight or gay or bi, and it's all these labels, and it's a little bit old fashioned. This is why I'm not going to label it myself, because it's not something I feel I can label.
"I've had girlfriends, that I've loved, they've been amazing periods of my life. But I've also had boyfriends. And I just want you to know that whether I decide to be with a girl next or be with a guy next, it's because I love them. It shouldn't be a big deal.
"I don't want to make a big thing out of it when it happens, and I don't want to be scared anymore. I don't want to feel like I can't be myself because I'm worried about what somebody might be saying about me, or the label and all that stuff.
"I've not changed, I'm still me. I'm still the same person I've always been, but I'm just becoming a little bit less scared of being myself."
George's fellow I'm A Celebrity finalists, Ferne McCann and Vicky Pattison were quick to send messages of their support. TOWIE star Ferne, who was rumoured to have enjoyed a brief fling with George after leaving the jungle, before confirming they were happy to remain close friends, told fans she was "very proud" of the singer.
Winner of the 2015 series of I'm A Celeb Vicky also praised George, telling fans she's "never been prouder" and calling him a "brave human".
I have never been prouder of my amazing friend @higeorgeshelley, no matter who you love my darlin, we will always love you-You brave human— Vicky Pattison (@VickyGShore) February 3, 2016
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