Ofcom introduces broadcasting ad changes

Ofcom has published a new set of television advertising regulations.

The Advertising Code changes will see the removal of the requirement for a 20 minute interval between advertising breaks in programmes.

Ofcom has also reduced the amount of time broadcasters must include between advertising breaks in films from 45 to 30 minutes.

Peter Burton, the regulator’s head of commercial policy, explained that the changes would help support a wider choice of programming.

“It’s wonderful to watch The Great Escape once or maybe twice, but if you want choice and variety you need to give broadcasters a revenue stream to support that,” he told the Telegraph.

The decision to review the current digital marketing broadcasting regulations was taken following changes to the European Audio Visual Media Services (AVMS) Directive.

In phase two of the review, Ofcom will conduct a broader consultation on the amount of advertising that should be allowed on television.