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(pocket-lint) – TV advertising in the UK could become more prolific under new guidelines. Commercial breaks can also be long.

The country’s communications regulator is considering changing existing rules limiting the length and frequency of TV commercials.

Currently, ITV, Channel 4 and Channel 5 must ensure that their main terrestrial channels have an average of no more than seven minutes of advertising per hour. This includes a maximum of eight minutes per hour during peak hours (8 pm to 11 pm and 7 am to 9 pm).

Other ad-supported channels are limited to nine minutes per hour.

Regulatory changes are being considered to help “support traditional broadcasters”, especially in the era of video streaming services.

Ofcom writes in its report on public service broadcasting (via BBC), “We are also looking at regulations that determine the frequency and duration of advertising on TV channels.”

“These rules are complex, with limits for public service broadcasters that are more stringent than the rules set for commercial broadcasters.

“We have had preliminary discussions with stakeholders, and hope to be able to outline our next steps later this summer.”

The regulatory changes are expected to affect only the main channel ITV. Channel 4 and Channel 5.

Written by Rick Henderson.