Broadcasting regulator Ofcom is to allow more advertisements to be shown during films screened on television.
Current rules stipulate that commercials should not be shown more than once ever 45 minutes but audiences could see their viewing disrupted on a half-hourly basis.
Following a review of advertising regulation, a new code will be introduced on September 1st.
Changes included the scrapping of a rule that stipulated a 20-minute interval between advertising breaks within programmes.
The regulation has been abandoned as the scheduling of adverts close to the beginning and end of programming had been found to irritate audiences.
And there has also been a cut to restrictions on advertising breaks in documentaries, current affairs, and programmes about religion.
However, the changes do not affect the amount of advertising broadcasters are permitted to screen, which remains at a maximum of 12 minutes per hour.
"Many stakeholder groups, including viewers, broadcasters, advertising agencies and advertisers, have expressed opposition to the suggestion of more advertising," an Ofcom statement added.
"Ofcom recognises this and will ensure a full and open consultation on this issue to give everyone an opportunity to respond in the coming months."
Kanye West is causing friction among his peers again.
‘Game of Thrones’ star Kit Harington has revealed that got into a fight with a much bigger...
Kylie Jenner and rapper Tyga have reportedly reunited, a month after breaking up for a second time...
Everyone seems to have an opinion on Taylor Swift and Tom Hiddleston’s blossoming romance...
We can't decide who's more violent: Cersei or Arya.
Inferno is the fourth book by Dan Brown and the third film in the series to be adapted by Ron Howard.
Radcliffe has not ruled out returning to the role that first made him famous.