On November 23, Jungle babe Helen Flanagan was blasted by health chiefs who charged her of promoting smoking by frequently smoking cigarettes on the TV show.
Council health chief of Birmingham City Steve Bedser complained to show watchdog Ofcom charging show employers of promoting young women to take up cigarettes by demonstrating the Corrie beauty smoking on fags.
Cllr Bedser, cabinet member for health, as well charged producers of ignoring TV rules by failing to defend teenagers from the risks of smoking.
He said that Helen Flanagan was filmed frequently as she smoked cigarettes.
“The regularity of this image was such that it promoted and glamorised smoking, especially by young teenagers.
“There was no editorial reason for showing such scenes.
“I am worried that programmes with a high profile among young people play a role in a growing occurrence of smoking in teenagers, with huge consequences upon their health.
“In addition, it can be viewed at any time before the watershed via the internet or playback on a variety of devices which are widely accessible.”
But on November 22, ITV protected the editing of the show.
A spokesperson said that ITV conforms to the Ofcom code and I’m a Celebrity… Get Me out of Here! does not promote smoking.
Soap stunner Helen, who performed saucy Rosie Webster in Coronation Street, promised to stop smoking as a New Year resolution at the end of 2011.
The celebrity, who meets with Scott Sinclair Manchester City footballer, said that she might not be the easiest person to get along with over the next months.
But it appears the stress of the show led her to begin smoking cigarettes after she was frequently identified by the public to perform Bushtucker Trials.
Several other I’m A Celeb stars are also smoking, including Eric Bristow and Brian Conley – who leave the jungle – and Made in Chelsea’s Hugo Taylor.
Parents on popular website mumsnet have also criticized the participants for smoking on screen.
One user named ‘Rushywife’ said that it is truly shocked to see smoking on such a well-known show.
“Not that I especially am against smoking but it appeared a bit unneeded, particularly as it is popular with so many youngsters.”