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A Labour government would protect media plurality and implement recommendations for independent press regulation found in the Leveson report, according to the partys election manifesto.

The commitment to media plurality and reminder of promise to victims of the phone-hacking scandal is likely to be seen as an attack on Rupert Murdochs News Corp, the ultimate owner of the Sun and Times. However, the pledge on media ownership falls short of Ed Milibands suggestion in 2012 in that no owner should be allowed to control more than 34% of the UK media, a cap which would force News Corp to sell one of the titles.

The manifesto reads: Labour will take steps to protect the principle of media plurality, so that no media outlet can get too big, including updating our rules for the 21st century media environment.

In his evidence to the Leveson inquiry, the Labour leader said he did not believe that one person should continue to control 34% of the newspaper market, and that he believed News Corp had power without responsibility.

No one media owner should be able to exert undue influence on public opinion and policymakers, says the document, launched in Manchester on Monday. No media company should have so much power that those who run it believe themselves above the rule of law.

Asked at the launch whether he supported a cap on media ownership, Miliband said: It it is incredibly important that we have a free press, and that they can write what it likes about me. And they certainly have.

On the vexed issue of regulation, the manifesto reads: We remain strongly committed to the implementation of the recommendations of the Leveson Inquiry. We expect the industry to establish a mechanism or independent self-regulation, which delivers proper redress for individuals, as set out in the royal charter, and agreed by all parties in parliament.

We made a promise to victims of the phone-hacking scandal. We stand by that promise and will keep it.

Miliband added at the launch: Weve got to have a press that doesnt treat victims in a way that means they have no redress, thats what Leveson was all about.

Labours statement raises questions for Ipso, the regulator set up by publishers after they failed to agree a system backed by royal charter. Ipso chairman Sir Alan Moses has ruled out seeking charter recognition.

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Labour vows to protect media plurality and implement Leveson proposals