Name: Sean Hannity.

Age: 55.

Appearance: The “after” pic from a Just For Men Control GX advert.

Occupation: Fox News presenter, Trump apologist.

He apologises for Donald Trump? He defends Trump. He apologises for nothing.

What has he got to apologise for? Flogging a conspiracy theory about the murder of Seth Rich.

What? Who? Seth Rich, a 27-year-old Democratic National Committee staffer who was murdered in 2016, in what police suspect was a botched robbery.

That doesn’t sound like a very good conspiracy theory. It isn’t one. The conspiracy theory is that Rich was the source of the DNC emails said to have been passed to WikiLeaks by Russia, and was murdered because of this.

What evidence does Hannity cite for this contention? None – there isn’t any. But Hannity has joined a clutch of hard-right cranks and fake-news outlets to keep the theory alive by pushing it on his Fox show night after night.

Why would he bother? Because, as he said in a recent tweet: “If Seth was wiki source, no Trump/Russia collusion.”

Ah, he has his Trump apologist hat on. Yes, but his insistence has embarrassed Fox News.

Fox News? Embarrassed by lies? Are we talking about the same Fox News? At first, it went big on the conspiracy, but it has since removed the story from its website, saying it “was not initially subjected to the high degree of editorial scrutiny we require for all our reporting”.

Meaning it was rubbish. Exactly. Finally, after a threatened advertising boycott and a plea from Rich’s parents, Hannity said on Tuesday’s show: “Out of respect for the family’s wishes, for now, I am not discussing this matter at this time.”

That’s the whole sorry affair concluded, then. Not quite. He didn’t retract any prior claims, and he didn’t apologise.

Perhaps it is enough that he is keeping his mouth shut. He isn’t. In a tweet posted a few hours later, Hannity wrote: “Ok TO BE CLEAR, I am closer to the TRUTH than ever. Not only am I not stopping, I am working harder. Updates when available. Stay tuned!”

Trump must love this guy. Oh, yes. They are pals.

Do say: “Wake up, snowflakes! Your liberal bubble is about to burst!”

Don’t say: “Sorry, not sorry.”