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The Brit donned various costumes for a commercial to promote his latest cookery series, Jamie's American Road Trip, with his guises including a cowboy, a policeman, a sailor and a construction worker.

Oliver is seen striding through an airport dressed as the characters to the sound of the Village People's 1979 single Go West.

Now lawyers for the band are threatening legal action against Channel 4, accusing the broadcaster of infringing trademark rights.

The name and costumes are trademarked in the U.S. and the Village People's attorney, John Giacobbi, claims officials at Channel 4 never approached the band to use the characters in the commercial.

A spokesperson for Channel 4 insists the accusations are unfounded, telling the Daily Telegraph newspaper, "We are confident that the promotional campaign for Jamie's American Road Trip does not infringe any copyright/trademark rights which the Village People may have. No parties have received a formal legal claim from the Village People and, if one is received, it will be vigorously defended."