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A legal loophole could see political ads on UK TV for the first time ever during the upcoming general election.

Political parties have been banned from buying TV ads ever since commercial television began in Britain in 1955, but the broadcasting law only applies to traditional channels and not television delivered over the internet.

ITV confirmed to The Guardian that it is seriously considering whether to allow political parties to buy space on its ITVX platform.

A rule change announced in 2023 that increases the amount parties can spend on a general election from £19.5m to £35m could make it even more likely that TV will decide the next government.

Source: The Guardian