Mad Men star Jon Hamm has said he thinks internet spoilers really do spoil things for everyone.
The actor - who plays lothario ad man Don Draper - has promised fans of the hit show they will be rewarded for waiting patiently to see the new series, as creator Matthew Weiner insists on keeping the plot top secret.
Jon said: "This notion of spoiler alert kind of things is relatively recent because I think it just never existed before. You didn't have people that were going to spoil everything because you were going to read it yourself.
"But now we live in the world of internet and you can read about something you didn't even see or maybe wasn't even on air in your country.
He continued: "And I think it's better the old way. It just needs to be doled out in the way that it's doled. It's more satisfying.
"I think the world we live in now is a world where everything is instantaneously available globally."