Ofcom Could Introduce Major Changes To TV Advertising

Communications regulator Ofcom has proposed changes to television advertising rules, which could see greater flexibility for timings and the amount of advertising broadcasters could show.

Ofcom said it would look at removing the rule requiring a 20-minute interval between ad breaks within programmes. It believes that allowing flexibility for the timing of breaks is likely to be welcomed by viewers because it would allow breaks to be timed to suit the content of programmes.

There could also be the removal or a relaxing of rules on advertising in particular types of programming, such as documentaries, current affairs and religious shows, while breaks in films would be allowed once every 30 minutes rather than once every 45 minutes.

Ofcom said it is not making any firm proposals at this time but will explore if there should continue to be stricter rules on the amount of advertising on ITV1, GMTV, Channel 4, Five, and Channel 4.

“Ofcom recognises the possible concerns of viewers about the amount and intrusiveness of television advertising and particularly welcomes their views, along with the views of broadcasters and advertisers,” said the watchdog.

“On the other hand, Ofcom must also take account of the contribution made by advertising revenue to paying for the choice of television services that viewers enjoy.”

Any changes to the distribution of TV advertising could come into effect at any time before January next year, while amendments to the amount of TV advertising broadcasters can air will be implemented in January 2010.

Ofcom: 020 7981 3040 www.ofcom.org.uk