Ofcom Set To Change Ad Break Rules

Ofcom has published a “shorter and simpler Code” on television ads, removing rules that require 20 minute intervals between ad breaks.

The new code, released today by Ofcom, will also allow broadcasters to transmit one ad break every 30 minutes of a film, instead of one every 45 minutes.

However, Ofcom has made it clear that the new code makes “no changes to amount of television advertising or the number of advertising breaks in most programmes”.

The final change in the new code will end restrictions on ad breaks in documentaries, current affairs and religious programmes, which Ofcom says: “may discourage broadcasters from scheduling such programmes.”

Changes have come in to place following a consultation on the UK implementation of Brussels’ new Audio Visual Media Services (AVMS) Directive and will kick in on September 1.

The second stage consultation document is expected to be released in the autumn, with possible changes to the amount of advertising on TV and how often ad breaks are allowed.

Ofcom confirmed that it recognises concerns about more advertising and promises to “ensure a full and open consultation on this issue”.

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