Peers have called for a reduction in the number of TV advertisements, saying they are not in viewers' interests.

They want satellite and cable channels to cut the average number of minutes sold per hour from nine to seven, in line with public service broadcasters.

The House of Lords communications committee said the current rules should be changed by the time the digital switchover is completed next year.

But the advertisers' body, ISBA, said it went against regulators' views

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