British broadcasting watchdog Ofcom has ordered a review into whether to cut the amount of alcohol advertising permitted on UK TV, after a report found children are watching more adult programmes.

Television shows including Britain’s got Talent and the X Factor are attracting a large number of underage viewers, but under current rules aren’t exempt from carrying alcohol advertisements.

Under the rules, shows that particularly appeal to under-18s are prohibited from airing alcohol advertisements.

But since a recent report found that the number of alcohol adverts seen by children rose almost 19% between 2007-2011 to 3.2 per week, Ofcom has ordered a review of current practices.