A coalition of media businesses, including broadcasters, audio producers and news publishers, has urged the Government to drop plans that would allow the BBC to carry advertising on its podcasts and audio content in the UK for the first time.
In a letter to Lisa Nandy, secretary of state of digital, culture, media and sport, 18 media organisations warned the move would damage the wider audio industry while generating only limited additional revenue for the BBC. They argue it would reduce available advertising inventory for commercial publishers without attracting significant new advertiser spend.
The proposal is one of several options outlined in the BBC Charter Review Green Paper, which is exploring funding models for the new charter starting 1 January 2028. Under the plans, It would allow the BBC to sell advertising around its audio content on third-party platforms like Spotify and Apple Podcasts.
The coalition described it as a “high risk, low reward proposition”, arguing it would disproportionately impact small independent podcast producers that rely heavily on advertising revenue.
“BBC podcasts should remain ad-free in the UK, however they’re produced or distributed,” said Matt Payton, Radiocentre CEO. “Pressing ahead with this ill-conceived proposal in the face of the evidence would only succeed in damaging home-grown audio businesses, while raising limited additional funds for the BBC.
“We urge the Government to now rule out this proposal which would be deeply unpopular with audiences.”
Analysis from economists Compass Lexecon estimates the BBC could generate around £10m a year from audio advertising, which represents around 0.25% of the current £3.2bn in license fee income.
Ad-funded BBC ‘can lead to market failure’
Meanwhile, public polling from More in Common suggests almost two-thirds of the public oppose advertising around BBC content in addition to paying the licence fee, raising concerns around audience backlash.
The coalition also cited comments made by BBC director-general Mark Brittin before the Culture, Media and Sport Committee on 13 July, in which he acknowledged that BBC advertising would divert revenue from commercial audio producers and said that would have “a devastating impact on the economy”.
The letter was signed by the Advertising Association, Audio UK, Audioboom, Bauer, dmg media, Global, Goalhanger, Guardian Media Group, Iconic Media Group, Newsquest, News Media Association, News UK, Observer, Podmasters, Professional Publishers Association, Radiocentre, Reach, and Telegraph.
It follows a similar campaign by a large media coalition that opposed the BBC’s podcast advertising proposals in 2024, which were ultimately ruled out in 2025.
Radiocentre urges MPs to reject advertising on the BBC at the ‘earliest opportunity’
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