London, Dec 15 (ANI): Celebrity chef Jamie Oliver's swearing is to be cut in his future TV programmes- as part of the Mirror's campaign for a crackdown on offensive language.
Oliver has been criticised for his frequent use of bad language on-air and will now be subject to more stringent editing before his shows are transmitted.
His production company has promised it will "respond to public concern" after he was criticised for excessive use of the f-word.
"I am concerned if the swearing in the programmes we are making is affecting people's enjoyment of them," the Mirror quoted Zoe Collins, head of Oliver's Fresh One Productions, as saying.
"Going forward we will be much more mindful of that. I know that Jamie does not use that language to shock and get more viewers.
"The reality is that he does use fruity language to express strong emotions," Collins added.
In a recent episode of Jamie's Ministry of Food, the f-word was used at least 23 times.
The Mirror launched its campaign to stop swearing on TV last month. It has the support of all political parties and readers. (ANI)