In a refreshing change to the usual 'Look At Us' celebrities, presenter Jeff seems to have his head firmly set on his shoulders and is focused on making sure his boys do, too – despite pressure from boys Bobby, nine, and eight-year-old Freddie.
He said they were always asking why they can't have their photo taken when they go to showbiz bashes.
"They get mad at me sometimes," he said. "I took them to an event at the Science Museum recently and they saw me having my picture taken and they said, 'Why can't we get in the picture with you? Mummy used to let us.'
"You can't explain to them why it's good for them. Unfortunately, they get upset with me."
When Jade died from cervical cancer three years ago Jeff, who is presenting daily reports on I'm A Celebrity on the This Morning sofa, vowed to keep the boys out of the media spotlight and sought a privacy ban until they are 16.
"But it's not the way to find financial success and I want my boys to have a normal childhood.
"I would love to share pictures of the boys and their progress on Twitter - everyone else shares pictures of their family - but I can't. But there will be a point when I have trouble which is probably not too far away when the boys want to go on it.
"They're already computer savvy and trying to register for Facebook and Twitter and when they do go on them I will have to demand a privacy setting so only their friends can see their profiles.
"But who's to say they might turn around and say, 'No, I have a right to have a profile picture' - particularly when they are the only kid in the class without one. If they do, everyone will see an updated version of what no one has seen for four or five years.
"They're big now and there's a huge difference in them. I just need to keep an eye on that and see how that one develops.
"There will probably be infringements on the privacy ban - but it may be more on their part, putting things out themselves.
"I don't know how I will control that - or even if I should control it."
Jeff, who is supporting the launch of Brewers Fayre's Local Heroes campaign which celebrates unsung heroes in the community, said: "Surprisingly their survey revealed that most kids said their mum or dad was their hero but I'm sure my boys wouldn't say I was - I'm too uncool!"