Children's Minister Ed Balls has promised a crackdown on alcohol advertising after research claimed the number of TV commercials has soared between 3pm and 5pm, the peak viewing hours for children. Mr Balls believes more must be done to fight under-age binge-drinking. But it is understood the Government has rejected pressure to tighten rules on brewers sponsoring sport. Alcohol Concern claims that the increase in under-age drinking is linked to the rising amount spent on drinks advertising. But the Portman Group has called the evidence flimsy. The Mail on Sunday 09/12/07 page 13 The Sunday Express 09/12/07 page 6