[Kunst]

Must be remembered there is no obligation to run ads at all if the broadcaster doesn't want to...

In fact they don't have to.

Just because they'll be probably able to show 12 mins of adverts per hour all the time like many channels already do, it doesn't mean they will.

Movies contain 10-11 mins per hour even on channels like Film4 and E4, nothing will make them too ad-heavy on Channel 4 with the limited breaks, and there are definitely some programmes with less advertising,  as on digital channels.

Potentially they will be able to run adverts in a more normal manner especially on the news and "daily", which is what broadcasters like.

It's even simpler for OFCOM too I guess, they don't have to check averages and make too many mathematic calculations, except for the average of 9 mins of advertising per hour as with all channels, which is anyway easily solved by showing less adverts at non-peak times and more teleshopping windows at let's say, 3am.

It's not that I support so much this new legislation, it's just that I realize it wouldn't be the end of the world, especially in this era, unless one doesn't want to be too picky.