My Lords, I welcome and support the amendment in the name of my noble friend Lord Alton of Liverpool, and particularly the point he made, echoed so eloquently by the right reverend Prelate the Bishop of Norwich, about the importance of the pre-watershed period. There needs to be a time when all the things that we have heard about are not available to be seen by children. It is hugely important that we all stress this, and I am certain the Government will be firmly behind it all.
The frequency and volume of adverts for payday loan companies and things like that concern me—I cannot remember the last time I turned on the radio or the TV without seeing a dancing puppet or a singing satsuma offering me a quick and easy loan. It must be tackled any way that we can. The pre-watershed period is vital. The Government must take and act on the serious point being made about this, and I hope that all colleagues here, including the Government, will support the amendment.