This Morning's interview with celebrity chef Jamie Oliver left some viewers' blood boiling despite speaking about an excellent campaign to battle childhood obesity, after British children were dubbed some of the most overweight in the world.
A number of viewers demanded the TV chef "shut up" over the topic, while others dubbed him the "fun police" and criticised him for having lots of money, then lecturing poorer parents about buying healthier food, which is often more expensive.
Jamie has been championing a healthy diet for children for years, ever since he infamously ousted Turkey Twizzlers from school dinners. Now, a group of celebrities and campaigners have sent a letter to Prime Minister Theresa May and Parliament demanding action.
The letter demands a list of changes be enforced, including an end to junk food advertising on TV before 9pm following statistics that show more is spent on treating obesity in the UK than the fire and police services combined.
Jamie continued: "For the parents watching today, I know they're busy, I know they hear a lot of this. But... you want there to be a lot of people that care about the detail that turns into legislation for kids.
As for why Britain fares so badly when it comes to a good diet, Jamie said: "I think it goes way back to when the British industrial revolution happened – in comparison to the rest of Europe – the way that men and women went to work.
"At the heart of that is really an observation of, in my opinion, how women have been let down over the last 40 years, as women have gone to work, as the pot of tax has got bigger, because they're working. It's really important, that love and care, especially for children, [and] how do modern-day, busy, contemporary parents... how do we make their lives easier?"
[Warning: the following reactions contain strong language]
Boring old Jamie Oliver banging on again about childhood obesity.. You took away our turkey twizzlers at school now you want to take away adverts on tv 😂🖕 he’s defo the fun police #ThisMorning- Bryony mackenzie (@Bryonymackenzie) April 25, 2018
Oh I’d wish jame Oliver would shut up and mind his own damn business , people are doing their best with what they have without this millionaire chef sending people on a guilt trip cause they dared to give their Child a chicken nugget!!! #Thismorning- Jojokitten (@Jojokitten) April 25, 2018
Sorry Jamie Oliver, life is too short to be constantly healthy eating. I'm all for everything in moderation but trying to shield children from junk food is near enough impossible, they are entitled to a treat every now and then too. #ThisMorning- Ry ✌️ (@ryan_mcdonagh) April 25, 2018
Jamie Oliver talks about choice. He wants to take peoples choice away with his crusade. You come to the housing scheme I live and tell a single mum with 3 kids she MUST make her kids eat healthy. Guys talking to the middle class up, the rest forget about it #ThisMorning- TheManInTheShadows (@TheShadowMan_00) April 25, 2018
Meanwhile, others felt that the issue was being over-simplified and that issues such as teaching and exercise were much bigger factors.
FGS! Advertising a Milky Way hasn’t caused obesity. Poverty, taking away school playing fields, not teaching kids how to cook are much bigger factors. #ThisMorning- Sara Mason (@piglet2602) April 25, 2018
#ThisMorning I’m currently writing my dissertation on childhood obesity and I think there’s still a massive way to go before there’s progression. It’s not a simple issue, culture, environment and society all need to be considered too. @thismorning @jamieoliver- emily lovell (@itsonly_emily) April 25, 2018
Meanwhile, Phillip Schofield felt parents were given a raw deal, as he said: "We appear to be hoodwinked as consumers by the food industry. Yogurts that are aimed at children, they're fat free... but they're absolutely rammed with sugar. But until everybody is honest, you don't stand a chance."
Holly Willoughby, who is a spokesperson for Diet Coke, flagged that social media sites such as Facebook are struggling to tackle fake adverts, so was dubious if they could handle the real stuff as well.
This Morning continues weekdays from 10.30am.
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