The Law states a rate, not a number of minutes. Article 10/2: “Excluding teleshopping broadcasts, the proportion of advertising broadcasts of any kind shall not exceed twenty per cent within the broadcasting from one clock hour to the next.” Twenty per cent of sixty minutes is twelve minutes, so in practice the ceiling is twelve minutes per clock hour.
The measurement window: clock hour to clock hour
This detail is the source of most breaches. Measurement is not over “any sixty minutes” but from one clock hour to the next. 20:00–21:00 is one window and 21:00–22:00 another. A long break starting at 20:50 is split between two windows and each window is assessed on its own.
| Window | Advertising | Status |
|---|---|---|
| 20:00 – 21:00 | 11 min | Compliant |
| 21:00 – 22:00 | 13 min | Breach (21.7%) |
| Two-hour average | 12 min | The average looks fine, but the 21:00 window is a breach |
Teleshopping has its own regime
Article 10/4: “Independently of the time referred to in the second paragraph, teleshopping broadcasts may be made uninterrupted for a minimum of fifteen minutes, clearly indicated by an audible and visual warning. The duration of such broadcasting shall not exceed one hour in total within one day.”
- There is a floor: a single teleshopping window must run at least fifteen minutes, uninterrupted.
- There is a daily ceiling: one hour in total.
- An audible and visual warning is compulsory.
- This time is independent of the twenty per cent hourly advertising share.
Where advertising may be placed
Article 10/6 governs placement: advertising and teleshopping may be inserted between programmes, or within a programme in a manner that does not impair the integrity and value of the programme or the rights of rights holders. In programmes consisting of independent parts, and in sports programmes and comparable event and show programmes containing intervals, advertising is inserted in the parts or intervals.
The thirty-minute rule: films, news and children’s programmes
Article 10/7 imposes a special interruption limit on three types: “Films made for cinema and television, together with news bulletins and children’s programmes, may be interrupted by advertising and teleshopping once for each thirty minutes of broadcasting time, where their scheduled broadcasting time exceeds thirty minutes.”
| Scheduled duration | Interruptions permitted |
|---|---|
| 25 minutes | None |
| 45 minutes | 1 |
| 70 minutes | 2 |
| 120 minutes | 4 |
An absolute ban: religious ceremonies
Article 10/8 admits no exception: “No advertising or teleshopping broadcast may be inserted in any way into the broadcast of a religious ceremony.” Article 12/4 imposes the same ban for sponsorship: programme sponsorship is not permitted in news bulletins and religious ceremony broadcasts.
Not applicable to dedicated channels
Article 10/9: “The provisions of this article shall not apply to television and radio broadcasting services devoted exclusively to advertising, teleshopping and self-promotion.” A teleshopping channel is not subject to the twenty per cent limit.
Article 10/10 provides that other matters concerning the application of the article are regulated by RTUK; check the regulation in force when planning your schedule.
Break separation is covered in the ad break guide and sponsorship disclosure in the sponsorship guide.