Ofcom could let Channel 4 and ITV sell more adverts

ITV and Channel 4 could be allowed to sell more adverts during its programming amid reports Ofcom could relax its rules to help the channels compete with streaming services.

The regulator is said to be consulting on easing rules that limit the amount of advertising shown on public service broadcasters, meaning more commercials could appear per hour.

It comes amid concerns that channels including ITV, Channel 4 and Channel 5 could struggle to compete with streaming services that do not run ads on their platforms.

Rules first introduced 30 years ago state channels must only show an average of seven minutes of adverts per hour during the broadcasting day and eight minutes per hour at primetime between 6pm and 11pm.

Ofcom is now weighing up whether public service broadcast stations should follow similar rules to other channels like E4, which are allowed to show an average of 12 minutes per hour of advertising, The Mail on Sunday reported.

But critics say this change could put people off watching television if faced with too many adverts.

Ed Feast, director of planning for All Response Media, told the newspaper: “Any change in service will have a knock-on effect and push some people away. The challenge is achieving the balance between the experience of the viewer and the needs of the advertiser.”

Proponents of the change argue that an increase in advertising would lead to more money for channels, as it can account for a substantial portion of their revenue. While public service broadcasters such as ITV, Channel 4 and Channel 5 feature advertising, the BBC does not show commercials and is funded by the TV licence.

Many subscription-based streaming services do not feature averts, although Netflix has plans to launch a cheaper advert-supported tier.

An ITV spokesman said: “We will respond to the consultation in due course.”

Channel 4 said it is considering a response, while Channel 5 is reviewing whether to issue a submission.

Ofcom said: “We’re not consulting on firm proposals at [present].”