Proposed moves by the BBC to roll out internet advertising on its Worldwide brand has been met with criticism by an industry expert.

According to the British Internet Publishers' Alliance (Bipa), the move could undermine a number of British publishers who rely on internet marketing for their revenue.

Bipa chairman Hugo Drayton said: "As well as undermining the corporation's worldwide reputation for integrity and impartiality, there would be a serious negative impact on all UK publishers, most of whom depend on the growing online advertising market for their revenue models."

He added that the move could affect the growth of British internet content globally and may eventually lead to the broadcaster opening up advertising opportunities on its British-based websites.

Last month the BBC was looking to hire dozens of advertising executives, reports the Independent on Sunday.

The move, thought to be capable of generating millions of pounds in revenue, could see the broadcaster sell advertising on websites used by consumers outside Britain.