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Peers have called for the number of television adverts to be cut by as much as 20 per cent to "greatly improve viewer experience".
The House of Lords communication committee said the current rules on advertisements should be changed by the time the digital switchover is completed in 2012.
The report recommended that all commercial channels have a cap of 7 minutes advertising per hour, in line with public service broadcasters.
As public service broadcasters, this is the existing limit for, ITV1 Channel 4 and Channel 4 and up to eight minutes during peak times between 6pm and 10.30pm.
However it would be a cut of 22 per cent for digital channels such as ITV2 and E4, which are currently capped at nine minutes an hour and 12 minutes at peak.
The report said it was time to level the playing field.
The group of peers also called for the end of the Contract Rights Renewal, rules that keep a lid on ITV prices, such as the X Factor and make it stick to current deals.
In its report, the committee calls on ITV bosses to invest an appropriate proportion of any additional revenues from advertising in creating UK originated programming including children's, current affairs and arts output.
Lord Clement-Jones, who chaired the inquiry, said: "It is time to put the television viewers interests first.
"The committee feels strongly that changes are needed to the regulation of television advertising and that our recommendations would encourage both public service and commercial broadcasters to provide their viewers with quality original UK television programmes."
He added: "We are conscious of the pressures of commercial realities of the industry, and if the television advertising regime is to be changed, the binding undertakings that we recommend would be rigorously upheld."
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