Fresh from celebrating the sugar tax while hawking his own sickly sweet recipes, Jamie Oliver today announced that he was “in shock” over the government’s new obesity strategy. In a hand-wringing Facebook post, the once-naked chef complained:

“Where are the actions on irresponsible advertising targeted at our children, and the restrictions on junk food promotions?”

“Junk food promotions” like this Taste the Difference advert from when Oliver was in a deal with Sainsbury’s estimated to be worth between £1-2 million per year? In the “1,000 Tables” advert, Oliver struts through a market town, passing by and singing the praises of literally 1,000 different types of food – many of them brimming with fat, sugar, and salt (as handily pointed out in this video). In one scene, Guido counted 10 varieties of cake on a single table – all while gaggles of young children run and laugh around the set. What is it about losing his multi million pound Sainsbury’s sponsorship deal that has prompted Oliver’s clean-up advertising campaign?