Ofcom, the UK media regulator has announced a handful of changes to the current regulations regarding how and when TV advert breaks are scheduled.

The overhaul comes into effect from Monday 1st September, which will simplify the current advertising code.

• Broadcasters will be allowed to transmit one ad break for every 30 minutes of a film shown, instead of the current restriction of an ad break every 45 minutes.

• Advertisers will be allowed to run ads in documentaries, current affairs shows and programmes about religion that are less than 30 minutes long for the first time.

• Removal of the rule that requires a 20-minute interval between ad breaks, although there has been no change to the amount of TV advertising or the number of breaks.

Ofcom will publish the second stage consultation document on the amount of advertising and teleshopping that is allowed on television in the autumn. This consultation will also consider how often advertising breaks should be allowed.