Nick Viall insists he and Rumer Willis are just ''very platonic friends''.

The 37-year-old reality star has quashed rumours he and the 29-year-old actress - the daughter of Bruce Willis and Demi Moore - are an item after they shared a selfie together on Instagram two weeks ago, which the 'House Bunny' star captioned: ''Best buds.''

The bearded-haired hunk says he did warn Rumer that people would gossip about them before sharing the snap, but she wasn't bothered.

On whether the couple are dating, Nick told People TV's 'Chatter': ''Rumer is one of my very best and closest friends. She decided to post a picture of us. And I was like, 'Just so you know, people pay attention to who I'm dating or not' and she was like, '[I] don't care.' So, she was kind of fun with it.''

The former 'Bachelor' star says that they sometimes like to discuss their respective romantic lives which each other, and whilst he ''loves her to death'' it is only as a friend.

He explained: ''We are very close, very platonic friends. We bounce our love lives off each other at times, but no romantic situation going on there. But I love her to death - she's a great friend. I'm glad she's a part of my life.''

Another famous lady Nick has been romantically linked to is January Jones, but he refused to comment on the speculation.

When asked if they had dated, he simply stated: ''I have?''

Sources claimed that the pair hit it off when they met on the set of 'The Late Late Show with James Corden' in 2017, but the 'Mad Men' star insisted the rumours couldn't be further from the truth.

She said: ''He's a friend of mine. He's super sweet. No, I'm single. But, he's a friend of mine and tells me lots of inside scoops.''

Previously, insiders had reported that the actress and the reality star had been seeing one another for around two months.

They claimed: ''They've been dating for about two months. She went on 'The Late Show' in ­mid-November and said Nick had reached out to her and tried to get her to lip-sync battle with him. She declined, but then he asked her out to a drink and she accepted. They've been seeing each other since.''