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.
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.
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.
"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.