TV commercial breaks could become longer and more frequent, according to new plans put forward by the government’s TV regulator.
Ofcom said TV commercial breaks could increase and commercials could include more product placements.
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The regulator is considering changes to the rules as traditional broadcasters try to keep up with streaming services such as Netflix and Amazon Prime.
In a report to the Secretary of State on Wednesday, Ofcom said it is looking at rules around making commercials longer.
It added that “initial discussions with stakeholders” had taken place and that plans to outline next steps would take place later this summer.
In the report, Ofcom said the presence of additional competition “has put pressure on broadcasters, depressing revenues”.
An Ofcom spokesperson added: “We are exploring a range of options but before making any plans we will be listening to differing views and examining what TV viewers are saying.
“We need to strike the right balance between protecting the interests of viewers and preserving our traditional broadcasters, which include helping them compete with US streaming platforms.”
Traditional broadcasters are trying to keep up with competitors offering subscription services such as Disney+ and Netflix.
Netflix has already entered into talks to attract advertising partners and include commercials.
The platform will have a different level of service, which will be cheaper for users.
If it follows the model of other streaming services, the ad-supported tier costs about half the premium tier.
And the BBC threatened in February to cancel the TV license and replace it with a subscription service.
By February 2020, according to figures from Ofcom, more than 13 million UK households were signed up to the four most popular entertainment streaming platforms in 2019.