Never Gonna Say I'm Sorry

"Never Gonna Say I'm Sorry" is a song by Swedish band Ace of Base, released as a single on 11 March 1996, by Mega and Arista Records. It was the third single taken from the band's second album, The Bridge (1995). It is written by Jonas Berggren and produced by him with Swedish producers Denniz PoP and Max Martin. "Never Gonna Say I'm Sorry" saw limited success compared to previous singles from the album, only reaching the top 40 in a few European countries and failing to enter the Billboard Hot 100 in the United States. It did not receive a commercial single release in the United Kingdom. The accompanying music video was directed by Richard Heslop.