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.
Despite saying previously that the amount of adverts could be disruptive to viewing, an Ofcom spokesperson said the regulator needed "to strike the right balance 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. 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, known as ITV or STV, and Channel 5, are privately owned and funded through advertising. Their PSB licences are due to expire in 2024 – but Ofcom advised Dorries it believed there was a "good case" to renew both.
In a landmark move, streaming subscription services such as Netflix and Disney+ are set to be regulated by Ofcom for the first time. The move that had long been requested by traditional broadcasters. Previous Ofcom research found that many older audiences "often prefer to record content as a series so that they can skip the ads" - while younger viewers also aired frustrations.
In a statement, 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."
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