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Jamie Oliver: BGT should stop sugar ads

Published 28/08/2015

Jamie Oliver
Jamie Oliver

Jamie Oliver wants the next series of Britain’s Got Talent to air healthier adverts in between segments.

The TV chef hit out at the ITV talent show, created by Simon Cowell, in a bid to reverse the UK’s growing obesity and Type 2 diabetes problems. The father-of-four thinks it’s unacceptable for youngsters to be exposed to ads featuring ice cream, fizzy drinks and sweets.

“Shows like this often attract over one million child viewers who can be exposed to up to 11 unhealthy food adverts in one hour,” he told British newspaper The Sun. “It doesn’t qualify as a children’s programme so advertisers don’t face the Ofcom ban preventing them from advertising foods high in fat, salt and sugar. It’s a family show and we’ve had Coke, Haribo and Magnum adverts. I think that’s inappropriate.”

Jamie has carried out many food campaigns on TV including Jamie’s School Dinners and Jamie Oliver’s Food Revolution.

His latest documentary is Sugar Rush, which reveals 7,000 Brits are having a limb amputated each year due to Type 2 diabetes.

But Britain’s Got Talent isn’t the only show the chef could be gunning for. Jamie also hinted that hit programme The Great British Bake Off could be in his sights in the future.

“We have attacked sugary drinks because it’s the single largest source of sugar to our children and teenagers,” he explained. “There’s a narrative about the Bake Off, but that’s not a priority in my opinion.”

Jamie’s own restaurants won’t escape his latest stance on the sweet stuff either.

“I’m imposing a tax on sugary drinks in my UK restaurants. I reckon I can raise around £80,000 a year to spend on children’s food education,” he said. “Just imagine what we could achieve if we had a tax on a national scale.”

© Cover Media

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