The change is the result of a review of UK advertising codes by the Committee of Advertising Practice and its broadcast equivalent, BCAP. Condom ads will not be allowed during programmes aimed at children under 10.
Ads must also comply with the strict rules on taste and decency and socially responsible advertising.
Julie Bentley, chief executive of the sexual health charity FPA, said: ‘Allowing condoms to be advertised on television before 9pm in the same way as other health products are shown, is a sensible decision. Protecting your sexual health is a serious matter so it's important that the public sees that using condoms is a normal and regular part of life.'
Marie Stopes International said: ‘The UK has the highest rate of teenage pregnancy in western Europe and rates of some sexually transmitted infections have risen dramatically among this age group in recent years.
‘Adverts promoting responsible condom usage should provide young people with the information they need to protect themselves against unintended pregnancies and sexually transmitted infection.'