He may not like it, but Michel Roux can't stop his customers from taking photos of their food, despite putting a ban on the practice at his restaurant.
Diners have defied the renowned chef's controversial restriction on taking pictures of the pretty French dishes served up at the three Michelin-starred The Waterside Inn, in picturesque Bray.
Their snaps are on Instagram for the world to see, with one taken as recently as last night - days after Michel Roux announced he put a sign up to warn customers against taking photographs of the food.
Roux - father to chef Alain Roux, and uncle to TV chef Michel Roux Jr - told the Mail last week: 'I mean, what are they doing? Maybe once during the meal you want to take a little photo of something because it's unusual.'
The fine dining hotspot, where a six-course tasting menu costs £167.50, is a foodie favourite and one of five places in the UK to hold the three Michelin stars.
Gordon Ramsay waded into the debate at the weekend, calling Roux 'pompous' and 'an old fart'.
He tweeted: 'How bloody pompous! It’s a compliment to the chef the fact that customers want to take a pictures of dishes they’ve paid for, it’s 2017.'
It seems diners haven't paid much attention to the ban however, as Instagram is still awash with mouthwatering images of the food at the restaurant.
None of them mention the ban on photos in their captions, perhaps blissfully unaware the practice is now frowned upon at the restaurant.
The restriction hasn't seemed to have put diners off, as one recent Instagrammer called a dish of salmon and scallops 'the best entrée in the land'.
The Waterside Inn was founded by French brothers Michel and Albert Roux in 1972 and gained its first star in 1974, shortly after the Michelin guide was created.
Michel's son Alain is now the eatery's chef-patron after taking over from his father in 2002.
But despite stepping down from the position, Michel is still a very active presence at the bistro and recently added a sign asking diners to refrain from photographing their food.
Michel's nephew, Michel Roux Jr, is chef-patron at the family’s other culinary haven, Le Gavroche in London but is more relaxed about customers photographing the food.
Last year he banned ringtones at the table but has been known himself to take pictures of meals.