Jamie Oliver's crusade against junk food ads targeting kids goes viral

Jamie Oliver's campaign to stop children being 'bombarded' with junk food adverts has gone viral - as celebrities rally behind his latest crusade.

Stars including Amanda Holden, Claudia Schiffer and Richard Branson have shared pictures of themselves covering their eyes on social media as part of the #AdEnough campaign, reports the Daily Mail.

The celebrities - who also include Fearne Cotton, Paloma Faith and the cast of Cold Feet - argue the only ad-blocker that children currently have is covering their eyes.

View this post on Instagram

Launching a very important campaign today to protect our kids from being bombarded by junk food advertising. The science? The more junk food advertising children see, the more of it they eat. Simple. So to change that, we're asking the Government to restrict how much junk food advertising kids are exposed to. And that's where I need YOUR help. #AdEnough Hit the link in my bio for more details.

A post shared by Jamie Oliver (@jamieoliver) on Apr 15, 2018 at 10:59pm PDT

Chef Jamie, 45, is now calling on the government to introduce a 9pm watershed on junk food advertising on TV, and for "proper controls" on what adverts children see online.

Explaining his campaign on his blog, Jamie said: "Kids are bombarded, day-in, day-out, with adverts for food and drink products that are high in unhealthy fats, sugar and salt.

View this post on Instagram

#Regram @joolsoliver ・・・ #adenough it’s really simple just cut the rubbish junk food ads! It will clearly help the huge, huge problem of childhood obesity surely that’s a great thing!!!!!! In support of my husband @jamieoliver ❤️

A post shared by Jamie Oliver (@jamieoliver) on Apr 17, 2018 at 1:11am PDT

They're online, on TV, on the streets and all over public transport."

He continued: "It's time we put child health first. I'm calling for the government to introduce a 9pm watershed on junk food advertising on TV, and for proper controls on what ads kids see online, in the street and on public transport."

Dozens have celebrities have been sharing selfies on social media in support of Jamie's campaign.

Sharing a snap of herself covering her eyes on Instagram, presenter Fearne wrote: "I'm with my mate @jamieoliver. I've #AdEnough of kids being bombarded with junk food ads.

"It's a fact that the more junk food ads young people see, the more junk food they eat.

View this post on Instagram

I stand with @jamieoliver’s #AdEnough campaign💕! Kids are being bombarded with junk food ads and currently the only ad-blocker they've got is to *cover their eyes*. It’s time to change that ! Show your support by posting a selfie covering your eyes w/ the hashtag #AdEnough, and go to Jamie’s IG and website to learn more: jamieol.com/AdEnough. X

A post shared by Claudia Schiffer (@claudiaschiffer) on Apr 16, 2018 at 2:04am PDT

"Currently the only ad-blocker they've got is covering their eyes. We need the government to act."

Other celebrities to have backed the campaign include Tom and Giovanna Fletcher and Star Wars actor Mark Hamill.

View this post on Instagram

I'm with @jamieoliver. I've #AdEnough of kids being bombarded with junk food ads. Currently, the only ad-blocker they've got is covering their eyes – that's CRAZY! We need the government to act. Join in and post your #AdEnough pic. (Link in BIO) #YouCANMakeFriendsWithSalad 📷: @chelseahamill

A post shared by Mark Hamill (@hamillhimself) on Apr 16, 2018 at 5:42pm PDT

View this post on Instagram

We’ve #AdEnough of junk food marketing. Join @holly_branson & me in supporting @jamieoliver’s campaign to put child health first, by posting an image of yourself hiding your eyes with the hashtag #AdEnough.

A post shared by Richard Branson (@richardbranson) on Apr 16, 2018 at 11:37am PDT