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The government must implement further measures to prevent children from exposure to harmful content on the internet, a Lib Dem Peer has said.
Baroness Benjamin told peers that in a recent survey one in five eight-year-olds said that they had seen nudity while surfing the internet.
Speaking during question time in the Lords, the former childrens television presenter asked: "Is my noble friend the minister aware that on the most popular websites children are exposed to advertising of an adult nature and are invited to explore links to very explicit websites?"
She urged the government to encourage broadcasting regulator Ofcom to take further measures to protect children and young people from being targeted in this way.
Lady Benjamin called for "simple practical steps" to be put in place so online media owners can take action to prevent clear cut examples of inappropriate content appearing in places where children would be likely to see them.
Culture minister Baroness Rawlings replied: "You make a very valid point, and it is necessary for the government to encourage simple steps to be taken.
"The government believes that protecting children from harmful content in our media is of the greatest importance."
Baroness Rawlings explained that following the implementation of the Audiovisual Media Services Directive, providers of certain video on demand services will now be required to comply with minimum standards set under the directive. These include the use of effective access controls, she said.
Lord Clement Jones had pressed the government on whether they intend to review the operation of the Association for Television on Demand (ATVOD) in the regulation of video on demand under the Audiovisual Media Services Directive.
In response, Baroness Rawlings said the AVMS-audiovisual media services-directive has been implemented by way of co-regulation, with Ofcom holding the day-to-day responsibility to the authority ATVOD.
She said: "It is for those two bodies to make certain that the system works."
The minister added that Ofcom plans to review this after March 2012.
Lord Clement Jones said ATVOD is "everything an industry-based co-regulatory scheme should not be".
The Lib Dem peer said it is "expensive, too wide in scope, far from light touch and, indeed, already giving rise to litigation".
He added: "I am delighted to hear that the DCMS will be making sure that ATVOD is fit for purpose."
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