Advertising breaks on TV could be made longer and more frequent, as part of a review of broadcasting rules by Ofcom.

The regulator said it would consider changing advertising regulations amid market developments, including the availability of online streaming services.

In a report, Ofcom said the expanded choice of entertainment was “generally positive” for audiences but “put pressure on broadcasters, squeezing revenues, and made it harder for them to maintain their current offer”.

Current regulations mean that public broadcasting channels are limited to an average of seven minutes of advertising per hour across the day, while private channels are allowed nine minutes for advertising and an extra three for teleshopping.

County Times: Current regulations mean that private channel are allowed nine minutes of advertising per hour (PA)Current regulations mean that private channel are allowed nine minutes of advertising per hour (PA)

An Ofcom spokesperson said: “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.”

Ofcom said it expected to give more details about the potential changes later in the summer.

The review on advertising frequency and length was mentioned in an Ofcom report to Culture Secretary Nadine Dorries on the PSB licences of Channel 3 and Channel 5.

Channel 3, known as ITV or STV, and Channel 5, are privately owned and funded through advertising. Their PSB licences are due to expire in 2024 – but Ofcom advised Dorries it believed there was a "good case" to renew both.