• iconNews
  • videos
  • entertainment
  • Home
  • News
    • UK News
    • US News
    • Australia
    • Ireland
    • World News
    • Weird News
    • Viral News
    • Sport
    • Technology
    • Science
    • True Crime
    • Travel
  • Entertainment
    • Celebrity
    • TV & Film
    • Netflix
    • Music
    • Gaming
    • TikTok
  • LAD Originals
    • Say Maaate to a Mate
    • Daily Ladness
    • Lad Files
    • UOKM8?
    • FreeToBe
    • Extinct
    • Citizen Reef
  • Advertise
  • Terms
  • Privacy & Cookies
  • LADbible Group
  • UNILAD
  • SPORTbible
  • GAMINGbible
  • Tyla
  • UNILAD Tech
  • FOODbible
  • License Our Content
  • About Us & Contact
  • Jobs
  • Latest
  • Topics A-Z
  • Authors
Facebook
Instagram
X
Threads
Snapchat
TikTok
YouTube

LAD Entertainment

YouTube

LAD Stories

Submit Your Content
TV Adverts Could Get Longer And More Frequent In UK

Home> Entertainment

Published 14:37 1 Jul 2022 GMT+1

TV Adverts Could Get Longer And More Frequent In UK

Ofcom is reviewing the UK's broadcasting rules which could result in even longer and more frequent advert breaks

Poppy Bilderbeck

Poppy Bilderbeck

Ofcom is reviewing the UK's broadcasting rules which could result in even longer and more frequent advert breaks.

Ad breaks are long enough as it is and it often feels like there's more adverts than programme.

You're left either sat staring aimlessly at your phone as you wait for the show to restart or – if you choose to use them wisely – you have the optimum amount of time to nip to the loo or stick the kettle on and pour yourself another cuppa.

However, Brits are being warned there may soon be even longer and more frequent pauses when trying to view their favourite programmes.

Advert

Television advertisement breaks could be about to get longer and more frequent.
Alamy

The Office of Communications (Ofcom) has been revisiting its rules because of the rise in popularity of streaming services and evolving viewing habits.

Within this review, the regulatory agency has said it's also looking at the regulations surrounding advertising.

It explained the increase in such a variety of entertainment has 'made it harder' for broadcasters to 'maintain their current offer,' putting 'pressure' on them and 'squeezing revenues'.

Market changes have reportedly made it harder for broadcasters to 'maintain their current offers'.
Alamy

Advert

The current rules state that across the day, an average of seven minutes of advertising every hour is allowed for public broadcasting channels.

"For the purposes of this rule a day’s broadcasting is deemed to commence at 6am and run for the following 24 hours.

"In the periods 6pm–11pm and 7am–9am the total amount of advertising must not, without Ofcom’s prior permission, exceed an average of eight minutes an hour on any one day, " the rules state.

A total of nine minutes are given to private channels. "This may be increased by a further three minutes per hour (5 percent) devoted to teleshopping spots, but this additional 5 percent must not be used for other forms of spot advertising," the rules continue.

Ofcom concludes: "In any one clock hour there must be no more than 12 minutes of advertising spots and/or teleshopping spots."

Research conducted by Ofcom has already revealed rising frustrations among younger viewers at the frequency of adverts.

Advert

Older audiences have also had to resort to recording content 'as a series so they can skip the ads' or else risking throwing their flicker, clicker or thing-a-ma-jig at the screen.

A spokesperson for Ofcom told LADbible: "We're scoping a range of options, but before we form any plans we'll listen to different views and examine what TV viewers say.

"We need to strike the right balance between protecting viewers' interests and sustaining our traditional broadcasters, which includes helping them compete with American streaming platforms."

Further details about any changes to advert lengths and frequency are expected to be provided in summer.

Further changes are set to be detailed in summer.
Alamy

Advert

The review follows an announcement by Netflix that the streaming service is planning on introducing adverts.

Prepare to wave goodbye to the days of ignorant bliss where you didn't have to hear about the latest cleaning product, dating app or dog food.

Featured Image Credit: Alamy/Thinkbox

Topics: UK News, TV and Film

Poppy Bilderbeck
Poppy Bilderbeck

Poppy Bilderbeck is a Senior Journalist at LADbible Group. She graduated from The University of Manchester in 2021 with a First in English Literature and Drama, where alongside her studies she was Editor-in-Chief of The Tab Manchester. Poppy is most comfortable when chatting about all things mental health, is proving a drama degree is far from useless by watching and reviewing as many TV shows and films as possible and is such a crisp fanatic the office has been forced to release them in batches.

Advert

Advert

Advert

  • Why protein shakes and stuffed pasta will be banned from TV adverts before 9pm next year
  • American visiting the UK reveals 'proper and posh' phrases his pals don't understand
  • Dexter's return and 'death' explained after being 'fatally shot' in season finale
  • UK trade chief warns further tariffs Trump could impose on UK will cause 'a lot more damage'

Choose your content:

10 hours ago
12 hours ago
14 hours ago
16 hours ago
  • 10 hours ago

    Oasis issue critical warning to everyone attending Manchester concerts

    The Gallagher brothers play their first homecoming gig at Heaton Park on Friday night

    Entertainment
  • 12 hours ago

    Every Scrubs actor who has died as reboot confirmed after 15 years

    The show is returning after 15 years, however some actors involved in the show have tragically died

    Entertainment
  • 14 hours ago

    Superman fans make iconic discovery after former actor brands new film 'woke'

    The most woke thing of all: Arguably the most famously American character of all time

    Entertainment
  • 16 hours ago

    Netflix viewers are being left constantly guessing by mystery mini-series you can watch in one sitting

    The Netflix series is a great binge with a bonkers plot twist

    Entertainment