Currently, public broadcasters are restricted to a daily average of seven minutes of advertising per hour, whereas private channels are permitted nine minutes of advertising and an additional three minutes for teleshopping.

As part of a review of British broadcasting regulations, commercial breaks could become longer and more frequent.

Ofcom has stated that market developments, such as the availability of online streaming services, necessitate a review of advertising regulations.

Currently, public broadcasting channels are restricted to a daily average of seven minutes of advertising per hour, whereas private channels are permitted nine minutes of advertising and an additional three minutes for teleshopping.

Ofcom stated that while the expanded entertainment options were “generally positive” for audiences, they “put pressure on broadcasters, squeezing their revenues and making it more difficult for them to maintain their current offer.

The regulator stated, “We are evaluating a variety of options, but before forming any concrete plans, we will listen to a variety of opinions and consider what TV viewers have to say.

“We must strike a balance between protecting the interests of viewers and sustaining our traditional broadcasters, which includes assisting them in competing with American streaming platforms.”

Ofcom anticipated providing additional information about the potential changes later in the summer.