It's been just a month since Jamie Oliver took on British MPs with a plea for the sugar tax apply to milkshakes.
But the Sun reports that there's a milkshake featured on Jamie Oliver's website that could be an example of the very problem he's campaigning against.
With a whopping 46 teaspoons of sugar - the equivalent of 186g - the Cookies and Cream drink contains more than six times the daily sugar allowance for a child.
Served in a chocolate cup, the drink also includes a dozen cookies.
Emma Brown, of Nutracheck.co.uk, said: "These milkshakes are incredibly indulgent, consisting largely of very high sugar and high fat ingredients.
"Most of the sugar comes from added ingredients."
TV nutritionist Carrie Ruxton also said: "It goes against what he is saying in public and therefore people will lose confidence in what he is saying. It is one rule for the general public and another for Jamie Oliver, he needs to be consistent."
Just last month Oliver and fellow celeb chef Hugh Fearnley-Whittingstall went before MPs to try and get the sugar tax extended to milkshakes, using Yazoo and Mars drinks as examples.
Oliver said: "I definitely don't think we should overuse taxing, but I think there is some logic to opening it out to milk products, which are jam packed with additives and sugar and they're currently outside of that taxing."
He then explained that a strawberry Yazoo contains nine teaspoons of sugar, while a Mars milkshake has 10.
Oliver has also called for a ban on junk food adverts before 9pm and to stop energy drinks being sold to children.
Speaking to the Mail on Sunday last month, he said: "I am asking is it appropriate to advertise food that is high in salt, fat and sugar to children at prime time when obesity is crippling the NHS?"
Oliver also said that he supports the new 'sugar tax' and says that he's happy the government is now taking action.
"All the money [raised] is going to breakfast clubs and sports in schools. That's the thing that makes people go, 'Oh well tax for good, a bit like a donation, yes I'm happy to do that'," he said.
"It's the first time the Government has stood up and said: 'Soft drinks are the single largest source of sugar. Forty years ago you were a luxury, now people use you as everyday hydration. You're a problem'.
"Similar taxes are applied to petrol, to gambling, to smoking. I don't think it's any different."
He added: "The reason for the tax on gambling is really clear: if you gamble a lot, if it gets out of control, the Government needs tax and resources because the kids go hungry and partners normally get abuse, there's a pattern, you know?
"Ultimately it is right for the state to incentivise people to turn a tap on and drink water more than open a can of sugary drink."
The Cookies and Cream milkshake has now been removed from the Jamie Oliver website, but the Daily Mail reports that there are still tutorials on how to make a mince pie milkshake, coffee milkshake, roasted strawberries and cream milkshake and blueberry milkshake on the site.
A spokesman for Jamie Oliver declined to comment to the Sun.
Featured Image Credit: PA/Jamie Oliver's Drinks Tube