Adam Sherwin, Media Correspondent
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LONDON Jamie Oliver breached broadcasting rules by plugging his own kitchen utensil range on a Channel 4 cookery series, watchdogs have ruled.
Viewers complained to Ofcom after Oliver, 32, demonstrated and made repeated references to the Jamie Oliver Flavour Shaker in the series Jamie at Home, made by Oliver’s own company, Fresh One Productions.
Ofcom said that two episodes of the series fell foul of strict guidelines that “undue prominence” must not be given to any product or service.
The device is designed to mix herbs, spices, garlic and oil into marinades. In one episode last year Oliver referred to it by name and spent almost two minutes demonstrating how to make an oregano oil with it. Oliver did tell viewers that they could use a food processor or pestle and mortar instead.
Ofcom said: “Viewers could have reasonably perceived that the broadcaster’s editorial integrity had been compromised.”
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I can't believe so much is being made out of this - what you expect he's a great Chef and Entertainer - who cares that he used his own kitchen equipment - all great chefs use their own Utensils - hope I spelt it right.
Ofcom and every other broadcast company will always have a prooblem about something - its just Stupid
He's a great chef, hes a great entertainer and he has a great product - So thats the end of that.
Wasi Uddin, Luton,
Who is boring enough to want to complain about that?
I don't see whats so wrong? He does the show, he might as well plug his kitchen stuff. It just sounds like, I don't know, Lily Allen plugging her music on HER show.
Anyway, hes got even more promotion now for this gadget. I bet hes laughing at the complaining people now.
Sasha, salford,
Wish I'd seen it to be honest, never used one and would like to know what to do with it as it looks vaguely interesting. If you like cooking, chances are you watched this being demonstrated.
Better that than being forced to watch it on an advert surely?
Look.. a machine that grills. Look, there it is again, 30 minutes later.
anthony, manchester, UK
Actually, the entire series promotes JO's range of kitchen wares, most of his Tefal pro-series pots and pans make an appearance, but who actually cares? Certainly not me! Actually, you'd be surprised if he didn't use his own stuff surely?
Way too much made of this, at least the series is a refreshing change from the majority of dumbed-down pap that all the channels pump out in the name of entertainment.
IMHO of course!
Steve Jones, Reading, UK
the flavour shaker is pain to use! very awkward and unwieldy, trust me, another useless kitchen gadget!
donna, powell river, B.C. Canada