The chef recently launched a campaign to limit junk food advertisements directed at children. 

Elisabeth Sherman
April 16, 2018

Notoriously health-conscious celebrity chef Jamie Oliver has launched a social media campaign urging British lawmakers to limit the amount of junk food advertising on television and other outlets aimed at children.

Despite the campaign's focus, however, he recently admitted something surprising: He won't stop his kids from eating fast food if they want to, the Telegraph reports.

If they wanted to go, I'd let them. Because they get really well fed 95 percent of the time from us. If they want to go out and have a fizzy drink I don't care, because we have none in the house,” he said. Fair enough.

Sure it might not be his first choice, but he seems more concerned with the kids having a healthy relationship to food, and is focused on what they're getting at home.

“I don't want to alienate them from having a burger or having a pizza,” he continued.

Indeed, though Oliver’s campaign, #AdEnough, asks social media users to take a selfie with their eyes covered in order to demonstrate that the only way to prevent children from being “bombarded” with junk food advertisements is to cover their eyes, he clarifies that he's not trying to prevent anyone from enjoying a “fizzy drink” from time to time. He hopes to encourage people to eat junk food in moderation, especially children, and hopes that if enough people show support for the campaign, the government might feel pressured to eventually enact regulations that would “restrict how many junk food ads kids are exposed to.”

Oliver recently revealed that he doesn’t plan to retire until he's in his fifties and that the remainder of his career will be focused on helping fight Britain’s obesity epidemic.