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Ofcom has suggested that commercial radio stations should be allowed to run sponsored competitions that are linked to programme content.
The regulator has published its latest Broadcasting Code consultation report on the rules governing television and radio broadcasters.
Among the proposals, Ofcom is attempting to introduce more commercial freedom for radio stations, while also maintaining "consumer protection and editorial independence".
Recent audience research by the watchdog has indicated that listeners "would welcome relevant promotions so long as editorial independence and transparency are maintained".
Therefore, Ofcom suggested that radio promotions could be linked directly to programme content, such as offering a "music download of a song just after it has been played".
Other permitted initiatives could involve running outside broadcasts with venue sponsorship or listener competitions that include "references to the sponsor".
Meanwhile, Ofcom has also used the opportunity to clarify the rules surrounding the operation of competitions and voting on television and radio.
The new guidelines aimed to "ensure that consumers are protected and the audience is not misled", with "significant penalties" waiting for anyone transgressing.
