British broadcasters will not be allowed to increase the amount of advertising carried on television but the situation will be reviewed again in 2010, the media regulator Ofcom has confirmed.
Ofcom said it had decided against making any changes to the rules on the amount of advertising on TV but would assess the issue again in 2010 when the switchover from analogue to digital TV was closer to completion.
Ofcom said it would, however, make some small changes to advertising on public service broadcasting channels, such as allowing more breaks on PSB programmes that last over an hour. It will also allow teleshopping on PSB channels, to allow broadcasters to generate additional revenues. The teleshopping will be allowed from midnight to 6am.