Viewers have been whingeing about Celebrity Big Brother after housemates talked about orgies and fivesomes before 9pm.

Nicola T, Dane Bowers, Alex Reid and Basshunter were playing a drinking game called I have never and Nicola T started it off saying I have never masturbated in the Big Brother house

Katie Price's boyfriend Alex Reid then confessed to having had a five-some, although he admitted that he doesn't remember the experience. Dane told of a six-in-a-bed romp.

Media watchdog Ofcom received several complaints about the inappropriate content of the reality TV show.

Campaign group Mediawatch called the scenes inappropriate.

Despite being one of Britain's most controversial celebrities, Katie Price – aka Jordan – is deemed so socially important a new Coronation Street plotline features one of the characters wanting to emulate her.

Rosie Webster, played by actress Helen Flanagan, stuns her family when she decides she wants to be the new Jordan.

The character, who is 18 in the show, has a test photo shoot, dressed in 'provocative' outfits. In one photograph, she wears a white and red cheerleader's top, with the words: Pop My Cherry emblazoned on the back. While in another, she wears a corset and thigh high stocking as she hitches up her skirt.

Vivienne Pattison, from Mediawatch-UK, said: This is a pre-watershed programme – but I don't think this is suitable viewing before the watershed.

Nutters of Mediawatch-UK are demanding stricter controls on broadcasters' websites which supposedly allow children to watch adult programmes containing sex, violence and bad language.

The group points to programmes available to watch via the internet which it claims are unsuitable for children, including the violent and sexually-explicit vampire drama True Blood and another drama series, Misfits, both on Channel 4; the BBC's Spooks and The Graham Norton Show; and ITV's American drama Gossip Girl.

Although the shows are only broadcast on television after the 9pm watershed, they can be watched online at any time of day.

The main broadcasters' websites allow parents to set up a password which is need to watch adult content. However, Mediawatch says this opt-out system should be replaced with one where people have to actively opt in to see adult content, as the majority of parents never view the websites.

Vivienne Pattison, the new director of Mediawatch UK said this would be a simple change which would ensure children are properly protected.

Pattison accused broadcasters of paying lip-service to the need to protect children. She said: The technology has moved ahead of the regulation and that's the problem. Ofcom's most recent research found that fewer than a third of parents use parental controls or are confident about how to use them. And often it's children of parents who cannot or will not do something about it who are the ones you are most concerned about.

Standard practice on television websites is to include warnings about content, ask viewers to click a box saying they are over 16 or 18, and allow parents to set up a password which must be used to see adult programmes. The process takes seconds.

Pattison said programmes containing sex and violence should be restricted automatically, with all viewers having to set up a password to access them: This is a really obvious one, it would be simple to do and we hope to campaign on it big next year, she said.

Mediawatch UK has also questioned the legality of online television services in the light of a new law which comes into force this week. The Audiovisual Media Services (AVMS) Regulations 2009, which take effect on December 19, require that under-18s should not be able to normally see or hear material which might seriously impair [their] physical, mental or moral development. Pattison said: It very clearly says children should be protected from undesirable material, which currently I do not think they are.

Ofcom is preparing to announce what practical changes broadcasters will need to make to comply with the new rules, but a source at the regulator said the legislation was unlikely to make much difference to the main players.

Broadcasters are resistant to the idea of imposing an initial block on adult programmes, saying it would represent a commercial barrier and would be a nanny-state measure.