ITV could show paid-for political adverts from parties on its streaming platforms for the first time where the ban does not apply.

According to the Guardian, the broadcaster said it was considering whether to allow political parties to buy advert space on its ITVX streaming platform.

British political parties have been banned by law from buying television adverts ever since commercial television began in 1955.

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However the ban, which was last updated in 2003, only applies to traditional television and does not factor in streaming services.

The broadcaster, which is struggling with declining advertising with traditional television, has said it would only consider running adverts that are compliant with all rules.

A spokesperson said: “Political advertising is prohibited on live television (including live simulcast channels within ITVX) but there are no such rules for streaming services such as ITVX more broadly or for video-sharing platforms such as YouTube, or social media networks such as Facebook.

“It is for political parties to consider where they wish to run their campaigns. “As a commercial PSB [public service broadcaster], we’re considering our position on this issue very carefully.”

Broadcast regulator Ofcom has confirmed there was no legal ban on political campaigns buying adverts on video streaming services.

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This means it is up to each broadcaster and streaming service to choose their policies.

It is reported that some viewers are already annoyed by adverts interrupting shows on ITV’s catch-up service, and they could now be seeing Rishi Sunak and Keir Starmer pop up in between their favourite programmes as well.

Last year Michael Gove changed the rule over the amount each national political party can spend on a General Election campaign as it increased from £19.5m in 2019 to £35m.

Edmonds Elder, a digital consultant, predicts with a more sizeable budget the additional money available to British political parties will go on adverts directly targeting voters.

He said: “The spending limits have doubled and most of that extra spend is going to go on digital, as you can’t actually spend it any other way. I don’t think anyone comprehends how much is going to be spent on advertising in this election.”