antidepressants in the United States doubled over one decade, from 1996 to 2005. Antidepressant drugs were prescribed to 13 million in 1996 and to 27 million people by 2005. In 2008, more than 164 million prescriptions were written. In the UK, the number of weddings in 2006 was the lowest for 110 years. Jamie Oliver, is a British chef, restaurateur, media personality, known for his food-focused television shows and cookbooks. In 2006, Oliver began a formal campaign to ban unhealthy food in British schools and to get children eating nutritious food instead. Oliver's efforts to bring radical change to the school meals system, chronicled in the series Jamie's School Dinners, challenged the junk-food culture by showing schools they could serve healthy, cost-efficient meals that kids enjoyed eating. Jamie's efforts brought the subject of school dinners to the political forefront and changed the types of food served in schools. In 2006, nearly 11 million Plastic surgery procedures were performed in the United States alone. The number of cosmetic procedures performed in the United States has increased over 50 percent since the start of the century. In November 2006, the Office of Communications (Ofcom) announced that it would ban television advertisements for junk food before, during and after television programming aimed at under-16s in the United Kingdom. These regulations were originally outlined in a proposal earlier in the year. This move has been criticized on both ends of the scale; while the Food and Drink Federation labelled the ban "over the top", others have said the restrictions do not go far enough (particularly due to the fact that soap operas would be exempt from the ban). On April 1, 2007, junk food advertisements were banned from programmes aimed at four to nine-year-olds. Such advertisements broadcast during programmes "aimed at, or which would appeal to," ten to fifteen-year-olds will continue to be phased out over the coming months, with a full ban coming into effect on January 1, 2009. November 10, 2006 – referring to the UK's annual poppy appeal, British journalist and presenter Jon Snow condemned the attitude of those who insist remembrance poppies are worn. He claimed: there is a rather unpleasant breed of poppy fascism out there. In January 2007, the British Retail Consortium announced that major UK retailers, including Asda, Boots, Co-op, Iceland, Marks and Spencer, Sainsbury's, Tesco and Waitrose intended to cease adding trans fatty acids to their