fcom said it could extend the time and frequency allowed for ad breaks on UK television as part of a review of broadcasting rules.
The regulator said it would consider changing advertising regulations amid market developments, including the availability of online streaming services.
In a report, Ofcom said the wide choice of entertainment was “generally positive” for audiences, but “put pressure on broadcasters, squeezing revenue and making it harder for them to maintain their current offering”.
We need to find the right balance between protecting viewers’ interests and maintaining our traditional broadcasters
Current regulations mean that public broadcasting channels are limited to an average of seven minutes of advertising per hour during the day, while private channels allow nine minutes for advertising and an extra three for teleshopping.
An Ofcom spokesman said: “We are investigating a range of options, but before we make any plans, we will listen to different views and investigate what TV viewers are saying.
“We need to find the right balance between protecting viewers’ interests and maintaining our traditional broadcasters, which includes helping them compete with American streaming platforms.”
Ofcom said it is expected to provide more details on the possible changes later this summer.