In a ruling today (26 May), Ofcom said the total amount of advertising shown in any one day would not change, meaning it would not exceed an average of seven minutes per hour of broadcasting.
There will also be no change to how much advertising can be scheduled during peak viewing time, between 6pm and 11pm, on public service broadcasting channels.
However, the watchdog will allow more breaks in programmes (not including films) on PSB channels, ITV, Channel 4 and Five, that run longer than an hour, bringing the rules into line with those applying to non-PSB channels.
In addition, PSB broadcasters currently battling with falling advertising revenues were told they would be allowed to generate revenues from teleshopping for the first time, between midnight and 6am.
All transactional gambling on TV that invites viewers to pay to take part or place bets will now be treated as teleshopping, and will be governed by its regulations, which include preventing gambling providers targeting young people and preventing the use of misleading claims.
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