Younger: "Voters need to have access to the best possible information about what the political parties have to offer"

The ban on political advertising on radio and TV should remain in place, the UK's elections watchdog has said.

Following a review of party political broadcasts (PPBs), the Electoral Commission said that the existing rules banning paid-for advertising on radio and TV should be maintained.

But the watchdog recommends that political parties should be given more flexibility to determine how to use the free-to-air time allocated for party political and party election broadcasts.

It also argues that "the current system for allocating broadcasts needs to be overhauled and made more robust and transparent".

The study suggests that PPBs are effective and amount to the "only opportunity to present an unmediated broadcast message directly to the electorate".

Sam Younger, chairman of the commission, said: "Our primary concern is voter participation and voters need to have access to the best possible information about what the political parties have to offer.

"In our view this is best achieved by improving the present system rather than replacing it."

The report also suggests that all TV and radio stations "with a significant audience share" should be required to air party political broadcasts.

The findings were welcomed by the Electoral Reform Society, which had argued that a change in the rules could have led to US-style negative campaigning.

"We are delighted that our airwaves are not going to become a free-for-all and elections will not be decided by who can buy enough airtime and throw enough mud," said Ken Ritchie, the body's chief executive.

"Party political broadcasts are a valuable tool in helping electors decide how to cast their vote and it is right that they should be more closely regulated. We also applaud the decision to allow more flexibility in how parties use their time allocation."

"But we do not want to follow the course charted by America where elections are dominated by advertising and where the costs of running for election have spiralled out of control."