Broadcasting watchdog Ofcom has invited viewers and broadcasters to give their opinions on the quantity and duration of commercial breaks on television.
The consultation is being launched as part of a review into TV advertising.
Ofcom said its "initial preference" was for "no change to the overall amount of advertising on television".
However, the media regulator said it would "consider alternative views on the range of other options carefully before making any decision".
Currently commercial public service broadcasters such as ITV1, Channel Four and Five show on average seven minutes of adverts per hour.
The amount is higher on satellite and digital broadcasters like Sky One and E4, which broadcast an average of nine minutes an hour.
A new European directive - the Audiovisual Media Services Directive - permits up to 12 minutes of commercials per hour.
Decision
However, Ofcom said many viewers, broadcasters and advertisers are opposed to more advertising.
"We want to ensure viewers continue to benefit from a wide range of advertising-funded television services," said Ofcom's Stewart Purvis.
It was also important, he added, that "the arrangements for advertising and teleshopping don't intrude more than is necessary".
Ofcom's consultation will close on 11 December, with a decision expected in the first three months of 2009.
Earlier this year the watchdog said UK broadcasters would be allowed to show adverts more often during films, documentaries and current affairs programmes.
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