ITV is facing renewed controversy after child protection groups criticised a decision to allow children to take part in the talent show The X Factor.

Contestants face ritual humiliation by Simon Cowell and his judges on the top-rated show. But producers are now encouraging children to appear in the next series by lowering the minimum participation age to 14.

Thousands of children are expected to take part in auditions next month. Experts gave warning that they could suffer emotional damage and bullying when their dreams of stardom are rubbished on the show, which is watched by up to ten million viewers. The row follows ITV’s suspension of interactive services using premium-rate telephone numbers after discovering that voters during the last X Factor series had been overcharged by £200,000.

The X Factor entry age has been lowered from 16 to 14, an age which Ofcom, the broadcast regulator, defines as a “child”. Ofcom’s code requires broadcasters to respect the “emotional welfare and dignity” of children, even if they have parental consent to appear.

Cowell is famed for his merciless dismissal of talent-free pop wannabes, but Ofcom said that children must not be caused any “unnecessary distress or anxiety by their involvement”.

A spokesman for the Family and Parenting Institute said: “We are concerned about the impact that a barrage of criticism will have on young people.

“It could send an unfortunate message to other children about bullying. We expect the producers to give proper support and counselling for young people who are thrust into the spotlight by the show.”

Chris Cloke, NSPCC head of child protection awareness, said: “Success on X Factor could be a real lift to a young artist’s career. However, it will be vital that ITV ensure they have robust child protection measures in place and that all young participants and their parents are made fully aware of what they are entering into.”

Sue Palmer, an education consultant and author of Toxic Childhood, said: “Young teens may think it’s a brilliant opportunity to get on TV and become celebrities, but the public humiliation doled out by Cowell would be emotionally destabilising for anyone.

“The under16s should be protected from this sort of experience.”

The programme, which creates overnight stars, is already a malign influence on children, Ms Palmer believes. She said: “Surveys show that most of them now have no ambition but to be ‘rich and famous’, and programmes like The X Factor give the impression that this is easily attainable.”

A forthcoming ITV search to find two leads for a West End production of Greasehas a minimum entry age of 16. But ITV said that the X Factor age had been lowered to allow a new generation of talented teens to take part. School-age bands, promoted through social networking websites such as MySpace and Facebook, are packing out rock venues which host shows for under16s. ITV insisted that the welfare of child contenders would be paramount. A spokeswoman said: “They will have a chaparone at all times. Criticism by Simon and the judges will be mitigated by the age of the youngest contestants. Often they help the younger ones, especially if they are nervous.”

But Cowell will not abandon his critical faculties. The spokeswoman added: “Simon is honest with everyone, whether they have a genuine talent or are just wasting everyone’s time.”

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