Simon Cowell has asserted in an upcoming biography that he's not gay.

The 52-year-old talent judge known for his blunt criticism about contestants on the TV shows American Idol, The X Factor, Britain's Got Talent and Pop Idol is quoted in a new book as saying that he wouldn't hide his sexual orientation if he was gay.

“If I was gay, why wouldn't I admit it,” BBC journalist Tom Bower quotes Cowell as saying in his upcoming biography of the music mogul's life. “It wouldn't harm me and my mother wouldn't freak out.”

The book also details Cowell's sordid love life.

On Thursday, Cowell broke his silence on the book, telling TMZ Live that “I've been very embarrassed actually this week.”

“It's not my habit to kiss and tell. I've never done it. I've always tried to keep my private life private, and it is unfortunate. So I was feeling very embarrassed and not gentlemanly at all this week because it's just not my style,” he said.

Bower's Sweet Revenge: The Intimate Life of Simon Cowell hits bookstore shelves next month.