Systems and methods for the control of supplemental content in a data flow are provided such that supplemental content, such as advertising content, may be handled separately from other content in the data flow. One embodiment comprises a network element of a Packet-Switched (PS) network that serves mobile User Equipment (UE). The network element receives a data flow of packets for a download of content requested by the UE, identifies in the data flow supplemental content that was not requested by the UE, makes a determination concerning transmission of the supplemental content, and transmits at least a portion of the data flow based on the determination. For example, a repetition frequency limit, a temporal limitation, or a repetition frequency limit and corresponding temporal limitation can be utilized to control transmission of the supplemental content. The supplemental content also can be charged separately from other content of the data flow.