Jamie Oliver is well-known for his sensible and laudable attitude to healthy eating. Of course, at times it feels like he's sucking some of the fun out of a happy meal, but as long as we're eating in moderation there are few problems with the occasional treat.

Now though Jamie Oliver is upset with Vlogger Zoella whose channel on YouTube has displayed ads for sugar-filled food next to her videos. It's not clear how much control the millionaire blogger has over the ads which show against her content, but she also just posted a video where she and her brother stuff marshmallows in their mouths and try and communicate. It's very silly, but does feature a lot of potential sugar.

Part of the argument from Oliver's camp is that the ASA should get involved. Foods like those advertised on Zoella's channel are banned from TV shows aimed at children when aired on broadcast TV. No such rules apply for YouTube content though. And it would be very difficult to make them apply too.

Sadly, as much as Oliver knows about nutrition and healthy eating, it seems the intricacies of the worldwide web are as lost on him as those politicians who seek to age block all porn.