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.
