The latest ad features Oliver and focuses on the value of Sainsbury’s smoked salmon, which has already been under fire this year after fears that it might cause cancer because the of way that it is produced in large fish farms.
Dickson Wright, who is the surviving half of 'Two Fat Ladies' duo, which ran on BBC Two, says Oliver has "sold his soul" to Sainsbury's and become a culinary "whore", according to a report in the Independent on Sunday.
In the spot, produced by Abbott Mead Vickers BBDO, Oliver travels to the salmon farm in Inverness-shire.
However, the farm has recently been criticised for its unhealthy farming methods and the food is not deemed of an acceptable standard to be sold in Oliver's restaurant Fifteen, which has also recently come under fire.
Wright told the IoS that Oliver was supporting what is probably a defective fish farm and that he was supporting a product that he does not eat.
"I think he's a whore. Isn't that what whores do, take money for something they wouldn't do otherwise. Jamie has just sold his soul carte blanche to Sainsbury's and turns up wherever they want him. It makes me very sad because he sold his talents," said Wright.
Earlier this year, US scientists at the University of Albany in New York state claimed that salmon farmed in Europe were contaminated with cancer-causing chemicals, and should be eaten no more than three times a year.
The salmon industry has a retail value of around £700m and accounts for nearly 40% of all Scottish food exports, as well as 6,500 jobs.
However, the Food Standards Agency attacked the US report and, a week after it had come out, The Scotsman ran the story "Salmon scare report was flawed and biased" as another report accused the salmon cancer study of being "deliberately misleading".
After a small dip, sales returned to normal levels and Sainsbury's claimed that sales increased by 9% in the week after the report came out.
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