The Week: Media News - ISBA backs new TV ad rules

ISBA has welcomed Ofcom's plans to simplify the rules governing the distribution of ads within television programmes.

The proposals include the removal of the 20-minute rule, which stipulates that there must be a 20-minute gap between ad breaks during programmes of an hour or more, a relaxation of the rules on advertising breaks in current affairs programmes as well as an increase in ad minutage on ITV, Channel 4 and five.

Although ISBA said it supported the removal of the 20-minute rule, the organisation has urged caution over changes to minutage.