'Excessively loud' TV adverts to be banned in Britain

London, May 7 (UNI) 'Excessively loud' TV advertisements that creeps in during commercial breaks to catch the audience's attention will be taken off the air in Britain.

Broadcasting watchdogs set out tough laws to stop the practice of running commercial breaks at a higher volume.

The new rules, which take effect this summer following years of complaints from viewers, stipulate that adverts must not be ''excessively noisy or strident.'' According to the Broadcast Committee of Advertising Practice, the ''maximum subjective loudness'' of advertisements must be consistent with the maximum loudness of programmes, Daily Mail reported.

''We were acutely aware of the frustration that excessively loud or seemingly noisy ads were causing consumers,'' Committee spokesman Shahriar Coupal said.

''The consultation has taken account of their concerns and will ensure a level playing field across all ads in the same commercial break,'' he said.

''This should help prevent consumers having to turn down the volume during ad breaks,'' he added.

In 2005 the Advertising Standards Authority upheld a complaint against ITV after charges that sound levels had risen during commercial breaks.

Earlier that year it upheld a similar complaint against Channel 5.

Last year the authority admitted viewers had grown used to being ''deafened'' by loud adverts after receiving about 100 complaints on the issue.

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