Senior Taliban commanders have reacted with glee at having the opportunity to target Prince Harry while he is deployed in Afghanistan, saying they will make killing or kidnapping him a priority.
The prince, who arrived in Afghanistan on Friday to begin his four-month mission flying Apache helicopters, was subject to a media blackout during his previous posting to the country in 2007.
But, with the Prince's renewed operations being a high-profile story this time around, the threats have come quickly.
"It's good news for us as we are always in search of such precious birds," Maulvi Ahmadullah Ahmadyar told Channel 4 News from Helmand province.
"Our priority will be to kidnap him at any cost."