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Jamie Oliver: 'Britain's Got Talent' must be sugar-free

Jamie Oliver: 'Britain's Got Talent' must be sugar-free

Jamie Oliver wants sugar-free advert breaks during 'Britain's Got Talent'.

The TV chef said in his new Channel 4 documentary 'Sugar Rush' that the ITV talent show needs to act fast because of the bombardment of fizzy drinks, sweets and ice creams adverts it allows during it's airtime.

He said: "It's a family show and we've had Coke, Haribo and Magnum adverts. I think that's inappropriate."

He added: "Shows like this often attract over one million child viewers who can be exposed to up to 11 unhealthy food adverts in one hour. 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."

And the 40-year-old TV star - who has four children with his wife, Jules - even thinks the 'Great British Bake Off' has a part to play in fixing the problem.

He said: "There's a narrative about the Bake Off, but that's not a priority in my opinion."

Meanwhile, Jamie wants to fund raise to help the cause.

He said: "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.

"Just imagine what we could achieve if we had a tax on a national scale."