Ban on Oliver TV advert

A television advert featuring Jamie Oliver was banned yesterday.

The Sainsbury's commercial shows the celebrity chef having his purchases packed into carrier bags by a checkout assistant.

Viewers see two other shoppers, who assume he is receiving special treatment, being reassured: 'We scan and pack now.'

But the Independent Television Commission received seven complaints from viewers who received less helpful responses.

Checkout staff told them only a few selected groceries could be packed and in some cases they would pack no

more than three items. The ITC said the advert breached guidelines as it gave the 'strong impression' that staff would pack the entire contents.

It ruled that the advert cannot be shown again in its current form.

A Sainsbury's spokesman said: 'We are very sorry if people found our advertising unclear. We have not promised to pack all bags but simply stated that we scan and pack.'

Oliver, 28, has been involved in Sainsbury's adverts since 2000. Earlier this month, he signed a £1million contract to continue for another year.