A coalition of media businesses, including broadcasters, audio producers and news publishers, is asking the government to rule out damaging proposals that would allow the BBC to run advertising on its podcasts and audio content in the UK for the first time.
The plans were set out originally in the BBC Charter Review Green Paper, which outlined several options for future funding, and are still understood to be under consideration by Ministers. This is despite the negative consequences for audiences and commercial media business that rely on advertising.
In a letter to Lisa Nandy, Secretary of State for Digital, Culture, Media & Sport, the 18 signatories, including small businesses as well as some of the UK’s foremost media brands, highlight the disproportionate impact this would have on the UK’s growing and dynamic independent audio sector.
The coalition describes the plan to allow advertising on third-party platforms such as Apple Podcasts or Spotify as a “high-risk, low-reward proposition”. New analysis from economists Compass Lexecon estimates that the BBC could generate around £10 million a year from audio advertising. While this would have a material impact on existing audio businesses it represents only around 0.25% of the current £3.8bn in licence fee income.
The proposal is also opposed by audiences, with the letter highlighting that “polling from More in Common suggests there is a real risk of audience loss: almost two-thirds of the public oppose advertising around BBC content on top of the licence fee.”
A large media coalition previously joined together to oppose similar proposals from the BBC in 2024, which were eventually ruled out in 2025.
Matt Payton, Radiocentre CEO, said:
“BBC podcasts should remain ad-free in the UK, however they’re produced or distributed. Pressing ahead with this ill-conceived proposal in face of the evidence would only succeed in damaging home-grown audio businesses, while raising limited additional funds for the BBC. We urge the government to now rule out this proposal which would be deeply unpopular with audiences.”
Signatories include:
- Advertising Association
- Audio UK
- Audioboom
- Bauer
- dmg media
- Global
- Goalhanger
- Guardian Media Group
- Iconic Media Group
- Newsquest
- News Media Association
- News UK
- Observer
- Podmasters
- Professional Publishers Association
- Radiocentre
- Reach
- Telegraph
