Guy Pearce has claimed that Netflix banned him from using the word "binge" while promoting his new series on the streaming giant.

The actor made the surprise admission during an interview with The Empire Film Podcast, revealing he had been under strict instructions not to use the B-word in media appearances.

"I don't think Netflix likes the term 'binge'. When we did the promotion for (The Innocents) in the (United States), we were strictly sort of instructed beforehand not to talk about 'binge watching'," Pearce said.

If Pearce's claims are true, Netflix's banning of the word "binge" would be a surprise U-turn for the streaming giant.

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Netflix has become the world's most popular video on demand site thanks in part to its decision to release entire series of shows such as The Crown and Orange Is The New Black.

In a 2013 press release Netflix declared "binge watching was the new normal" — the same year it released its first original series House of Cards.

In supernatural miniseries The Innocents, Pearce plays a medical expert that treats a shapeshifting teenager who has run away from home.

The eight part series dropped in its entirety on Netflix last week.