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

The country’s communications regulator is considering changing current rules that limit the length and frequency of TV ads.

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

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

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

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

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

“We have had initial discussions with interested parties and look forward to outlining our next steps later this summer.”

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

Written by Rick Henderson.