The number of ad breaks on TV could increase after it emerged that the regulator is reviewing its rules.
Commercials may also become longer and product placement could occur more often in programmes as Ofcom considers changing the rules because traditional broadcasters are facing increasing competition from streaming services like Netflix and Disney+.
News that the media watchdog will reassess the restrictions on the "frequency and length" of advertising on broadcast TV has generated concern that the UK could become like the United States where adverts are shown much more frequently and the promotion of goods during programmes is a regular occurrence.
In a report, Ofcom said the expanded choice of entertainment was “generally positive” for audiences but “put pressure on broadcasters, squeezing revenues, and made it harder for them to maintain their current offer”.
ITV, Channel 4 and Channel 5 are currently allowed to show, on average, seven minutes of advertising and teleshopping for "every hour of transmission time across the broadcasting day". During the hours of 6pm to 11pm the average amount of advertising time per hour cannot rise above eight minutes.
Just one commercial break is granted during a show between 21 and 44 minutes in length and they are not allowed to last longer than three minutes and 50 seconds.
The rules are more lenient for other channels, which are limited to no more than an average of 12 minutes. There are also special rules for specific types of programming like children's shows, news, religious services and royal ceremonies.
Tory MP Giles Watling, who sits on the digital, culture, media and sport committee, expressed concerns that viewers would "vote with their feet" if they had to consume more advertising. He said: "I think it could lead to the US model, which in my view would not be desirable at all."
An Ofcom spokesperson said: “We’re scoping a range of options, but before we form any plans we’ll listen to different views and examine what TV viewers say.
“We need to strike the right balance between protecting viewers’ interests and sustaining our traditional broadcasters, which includes helping them compete with American streaming platforms.”
Ofcom said it expected to give more details about the potential changes later in the summer.
