A review of broadcasting rules could see advertising breaks on UK TV channels become more frequent and longer. Regulator Ofcom said due to an evolution in viewing habits, the frequency and length of adverts call for a reassessment.
However, before making changes, Ofcom admitted it would "listen to different views and examine what TV viewers say". Under the current rules, for channels three to five, the "total amount of advertising in any one day must not exceed an average of seven minutes per hour of broadcasting".
The channels can run advertising breaks of up to eight minutes per hour during prime time periods of 6pm-11pm and 7am-9am. Other channels are allowed up to nine minutes of advertising per hour of broadcasting, plus an extra three minutes for teleshopping.
