Gordon Ramsay almost made it through his first Australian press conference without swearing.
That was until he dropped the large swear jar he'd just been presented with to help curb his potty mouth.
"Oh shit," he muttered, as the glass bottle smashed on the ground.
"F*** me."
The41-year-old British television chef was the special guest at the launch of the BBC Australian Good Food magazine at the Sydney Convention Centre yesterday.
He has come under fire from a Senate committee which has proposed changes to broadcasting standards thanks to his expletive-riddenoutbursts.
Liberal Senator Cory Bernardi complained one episode of Ramsay's Kitchen Nightmares contained "the F-word" 80 times in its 40 minutes.
During his official speech at the event, Ramsay was on his best behaviour, and blamed the Nine Network for screening his shows uncensored at an early hour.
"Has no one got an edit suite and not broadcasting those naughty words before nine o'clock?
"I'm getting the flak for it everywhere I go. I'm not a broadcaster."
Ramsay, who will be a contributing editor on the new magazine, showed off his cheeky side by revealing its secret launch date, and taking a dig at competing foodie magazine Delicious.
"Competition's healthy. We should never fear competition, yes?" he said.
"Delicious are doing exceptionally well, they've had the most amazing run, and now it's time to squash the competition."
But all his self-control came undone when food writer Lyndey Milan presented him a special gift.
"We're not all wowsers, we do sometimes swear," Milan said.
"So mate, this is a great Aussie tradition, it's a swear jar.
"Every time you swear, you've got to put something in there _ money."
It lasted less than 20 seconds.
Ramsay was exceedingly apologetic about the incident, blaming his "sweaty palms".
He will be in the country over the weekend to take part in the Good Food & Wine Show.
