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."
The BBC drama starring Aidan Turner returns to BBC One on September 4th.