Jamie Oliver has called for a ban on unhealthy foods before 9pm in a bid to tackle childhood obesity.
Addressing MPs, Oliver said: “We shouldn’t be advertising junk food high in salt, fat and sugar before 9 o’clock, end of story.
“We need to go where the kids are really congregated which are at the big shows, pre-9 o’clock - Britain's Got Talent - and where they can get a lot of these messages.
“Also, online is an absolute minefield that we just haven’t got our head around. I think there’s loads we can do very, very simply. We need it addressed.”
As TV chef Jamie Oliver campaigns for a tax on sugary drinks, here are some facts about our favourite sweetener.Read the full story ›
Jamie Oliver has called for clarity from the food and drink industry when it comes to revealing the amount of sugar in products.
Addressing MPs, the chef said: "Clarity is something they (industry) don't wish us to have."
He said his proposals, such as reflecting the amount of sugar in drinks by using a picture of teaspoons alongside the traffic light system, would help parents to make an informed choice.
Asked what he would like to see in the Government's forthcoming obesity strategy, Oliver said: "I don't believe the industry, particularly the food and drink industry, I don't think that utter clarity is their main objective because when you inform the British public with good, clear information they make good choices.
"They are not making good choices at the moment largely. I think it's a major problem."
Jamie Oliver has said he has seen a drop off in sales of sugary drinks in his 46 restaurants since imposing a voluntary tax.
Oliver was addressing the Health Select Committee as part of its inquiry into efforts to tackle childhood obesity and proposals for a sugar tax.
The chef called for the Government to implement a three-year sugary drink tax of 20% per litre - 7p on a regular can - and to assess its success.
Addressing the MPs, Oliver said: "The time that I've spent with doctors and surgeons around the country has painted a deeply important picture.
"This opportunity is very important. Being gentle, being polite is not the way to have a progressive, obesity strategy.
"We need to be big, bold, brave and frankly act like a parent."
TV chef Jamie Oliver is due to give evidence to MPs later today amid a row with ministers over a review of a proposed sugar tax.
The Health Select Committee is due to hear from Mr Oliver and Duncan Selbie, the chief executive of Public Health England (PHE), as part of its inquiry into efforts to tackle childhood obesity.
Mr Oliver, who has been campaigning for a levy on sugary drinks, is due to go before the committee at 3.40pm.
Last week Mr Oliver added his voice to criticism of Jeremy Hunt over the health secretary's refusal to release a PHE review of evidence on the policy before the publication of a government strategy on childhood obesity.
Jamie Oliver has challenged Deputy Prime Minister Nick Clegg to make a personal commitment to reducing childhood obesity by 5% within five years.
The celebrity chef issued the challenge in a recorded message on the Lib Dem leader's Call Clegg radio show on LBC.
Clegg said that his pledge of free school meals for young pupils should help improve children's diets, but declined to commit himself to a particular target.
In his message, Oliver claimed anything less than 5% would be "morally wrong."
Asked if he would back the target, Clegg said, "Whether it's 5%, whether it's 7%, I can't pluck a percentage out of thin air. Maybe we should go for more than 5%."
Television chef Jamie Oliver is closing three of his four Union Jacks restaurants.
Branches in Chiswick and Holborn, in London, plus another in Winchester, Hampshire, are closing, while the restaurant in Covent Garden will remain open.
The restaurant blamed the tough economic climate for the closures on their Twitter feed.
"It's no secret that the industry has been affected by the tough climate& a proposal has been made to close UJ Chiswick, Holborn&Winchester," the tweet read.
"We'd like to say a huge thank you to everyone,we have loved meeting you all. Please do pop along to our Covent Garden Piazza restaurant."
Launched in 2011, the chain was billed as being "all about bringing back nostalgic British classics using the best artisanal ingredients" and charged £15 for Fish and Chips.
Jamie Oliver has banned his children from joining social networking sites or owning mobile phones over fears they could be bullied.
The celebrity chef, who often posts on Twitter and Facebook, has forbidden his daughters Poppy, 11, and Daisy, 10, from doing the same.
Oliver, a friend of Instagram’s co-founder Kevin Systrom, told Closer magazine: "I found out my two eldest girls had set up Instagram accounts in secret, which I was not happy about and soon put a stop to it.
“Poppy’s the only girl in her class still not allowed a mobile. It may sound harsh, but I do worry about the bullying that can go on with these sites.”
“I know the girls have had a hard time in the past at school because their dad’s on TV. I just don’t want to risk it happening online too. It’s impossible to keep an eye on,” he added.
London Mayor Boris Johnson highlighted celebrity chef Jamie Oliver's comments about the work ethic of British young people during his conference speech.
Mr Oliver praised European immigrants in August, saying they are much "tougher" workers than the "wet behind the ears" young Brits.
Mr Johnson asked delegates, "What if he has half a point? Or a quarter of a point?"
He said if that indeed was the case, "don't we need Iain Duncan Smith to get on reforming the welfare system and ensuring you're always better off in work than out of it?"
"And if it's to do with education ... then don't we need Michael Gove to get on with his heroic work of restoring rigour and realism to the classroom?"
Celebrity chef Jamie Oliver said European immigrants are much "tougher" workers than the "wet behind the ears" young Britons. We asked on our Facebook page whether you agreed with his comments, here is a selection of your answers:
I've worked in nursing homes for the past 10 years, working 70hrs-90hrs per week. The only other people that did that was the Filipina girls. Polish people in factories work more hours for a small hourly pay.
I don't like the fact our country is being overtaken but they take the jobs some people won't consider. I was happy to work on a minimum wage even as a single mother.
I'm 19, work full-time, support my daughter and partner and don't claim one benefit - the only person 'wet behind their ears' is him.
It's people like him who shun this country and population into a downward spiral making people worthless. This man is not a leader or someone to listen to. A leader inspires people to be leaders not put them down.
He's an employer so he's at least in a position to judge. It's not a comfortable fact but a good proportion of Brits have been found out as mollycoddled and content to sit back and let others carry them.
These immigrants don't have the welfare safety net in their countries and if they don't work they don't eat.