Media regulator Ofcom is considering plans to increase the length and frequency of commercial breaks on linear television.
In the wake of a surge in streaming services, Ofcom could consider a revamp in advertising regulations. Currently, public television broadcasters are limited to an average of seven minutes of advertising an hour throughout the day, while private broadcasters are permitted nine minutes of advertising and a further three for teleshopping.
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.”
Ofcom could announce potential changes as soon as this summer.