Ads getting too loud, says Italy

Rome: Italy's Government plans to clamp down on broadcasters turning up the volume when they show advertisements in order to get viewers' attention.

Communications Minister Paolo Gentiloni said research showed Italy's three main channels on average raised the volume on adverts by 50 per cent compared with ordinary programming, even though this is banned under Italian law.

It is usually done by networks in agreements with advertisers in order to try keep viewers glued to the screen during the publicity breaks.

"We need to stop television advertising that raises its voice," Gentiloni told a news conference.

He said Italy's media watchdog would set up a fine system before the end of September for those found breaking the law.

Leading broadcasters Mediaset and RAI were not immediately reachable for comment.