More ad breaks to be allowed on TV

Ofcom is to allow more commercial breaks in programmes on public service broadcasters.

While the total amount of advertising will not be allowed to rise at this stage, rules governing the number of breaks in programmes longer than an hour will be harmonised between public service and non-public service channels, effectively allowing the number of ad breaks during longer programmes on ITV, Channel 4 and Five to rise.

"Ofcom is making the changes because PSBs should not face a disincentive from airing longer programmes, especially within peak-times, because of the advertising distribution rules," the regulator announced.

Next spring, Ofcom plans to re-evaluate the rules governing the total amount of advertising allowed on commercial public service channels. Today, it said "there is a strong case for harmonising the regulation of advertising minutage (including both overall amounts and peak-time limits) on PSB and non-PSB channels within the next few years".