The Made In Chelsea star is one of 15 celebs on this year's summer Celebrity Big Brother line up - but he was slating the show this time last year.
The Sun newspaper reports that Sam branded the show an outlet for "failing reality stars" in a chat about CBB as well as the likes of Celebrity Big Brother.
Sam apparently "screamed with horror at the thought of starring on Celebrity Big Brother" in a clip he uploaded to Facebook.
"I feel like I know quite a bit about reality television. I feel it is only fair I impart some of my wisdom," said Sam. “So you’re a failing reality star – you’re done, you’re pushed to the side, you’re old news.
“You’re trying to come up with some ideas and you get a call from your agent who has an offer for you to be on one of the big reality TV shows.”
His words were rather different this month when speaking before entering the show.
Asked why he was taking part, Sam said: "The experience! I can’t wait for the tasks and getting stuck in. I have a hugely competitive streak and this will bring it out in me."
Discussing what kind of housemate he'd be, Sam said: "Fun, energetic and not afraid to speak my mind. I’m honest and upfront and don’t suffer fools gladly. Like to be liked but I’m no people pleaser."
As well as CBB, Sam is also currently appearing on Made In Chelsea's Ibiza special airing Monday nights on E4.
Celebrity Big Brother continues nightly on Channel 5.