Advertising breaks on TV channels could get longer and happen more often following a Ofcom's review of broadcasting rules. But before any changes are made, the regulator has vowed to "listen to different views and examine what TV viewers say."
The current rules in place for channels three to five say that the amount of advertising must not exceed an average of seven minutes per hour of broadcasting each day.
Other channels are allowed up to nine minutes of advertising per hour of broadcasting. Teleshopping is allowed an an extra three minutes. Now, the frequency and length of advertising is being revaluated with evolving viewing habits and the rise of streaming services in mind.
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The regulator previously said that the frequency of ads could be seen as disruptive to viewing, but that the right balance is needed between 'protecting viewers' interests and sustaining our traditional broadcasters'.
The review on advertising frequency and length was mentioned in an Ofcom report to Culture Secretary Nadine Dorries on the PSB licences of channel three and channel five, BBC reports. The report said: "We are also looking at the rules that set the frequency and length of advertising on broadcast TV.
"These rules are complex, with limits in place for public service broadcasters that are stricter than the rules set for commercial broadcasters. We have had initial discussions with stakeholders, and we expect to be able to outline our next steps later this summer."
Channel three (ITV) and Channel 5 are privately owned and funded through advertising but their public service broadcasting licences are due to expire in 2024. However, Ofcom advised Ms Dorries it believed there was a "good case" to renew both licences.
Subscription streaming services like Netflix and Disney+, which do not carry advertising for most subscribers, are also set to be regulated by Ofcom for the first time. Older audiences "often prefer to record content as a series so that they can skip the ads" according to Ofcom research - while younger viewers also aired frustrations with the amount of adverts.
An spokesperson for Ofcom 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."
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