Ofcom has sought views on whether to remove some or all of the stricter advertising rules that apply to commercially-funded public service broadcasters.

All UK broadcasters are subject to restrictions on the quantity and scheduling of advertising on their channels. But under rules introduced over 30 years ago, the public service broadcasting (PSB) channels – ITV, STV, Channel 4, S4C and Channel 5 – are subject to tighter advertising restrictions than non-PSB commercial channels, such as ITV2, 5USA and Pick.

In a statement earlier this week, Ofcom said, “Following a call for evidence last year – and having considered the potential impact on audiences and the wider market – we have provisionally concluded that stricter advertising restrictions on PSB channels are no longer justified or proportionate.”

So, the two options under public consultation are:

# To bring PSB advertising rules fully into line with those for non-PSB channels.

# To bring PSB advertising rules into line with those for non-PSB channels, while retaining safeguards that limit the number of internal breaks allowed in programmes.

The last one, Ofcom admitted, is its preferred option.

Under both options, all PSB and non-PSB channels would be subject to the same limit of showing no more than an average of 12 minutes of television advertising and teleshopping spots per hour – of which no more than nine minutes may be television advertising.

In each case, existing restrictions on the frequency of advertising in films, news and children’s programmes would be kept in place.

Under the second option, the PSB channels would remain subject to stricter rules on the number of internal breaks permitted in programmes. This would mean, for example, that a half-hour programme on a PSB channel would still only be allowed one advertising break, while a half-hour programme on a non-PSB channel would continue to be allowed two breaks.

“Subject to responses to our consultation, we may also consider maintaining the status quo,” Ofcom explained.