BBC Trust ready to approve web ads

The BBC is set to carry ads on bbc.com, its new international website, after a deal was struck between its commercial and public service arms and then presented to the BBC Trust.

The Trust, which met this week, is expected to agree to proposals that involve BBC Worldwide, which will run the website as a commercial operation, returning a proportion of profits from the site to the public service broadcasting arm of the BBC in return for use of its news content.

Controversy has dogged BBC Worldwide's proposals to take advertising on the site after an outcry from commercial rivals and senior figures at the BBC raised concerns that the launch could damage the credibility of BBC News.

The BBC Trust delayed its decision when it asked senior management at BBC Worldwide to provide more details on editorial content and any potential ad revenues for bbc.com. Sources indicated that there were now no outstanding issues with the Trust.