New Delhi: The Telecom Regulatory Authority of India (TRAI) has repealed the 2012 regulations that capped television advertisements at 12 minutes per clock hour, following the Centre’s decision to remove the corresponding limit under the Cable Television Networks Rules.
TRAI issued the Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026 on September 10, repealing the regulations introduced in 2012 along with orders and directions issued under them.
12-minute ad ceiling removed
The 2012 TRAI regulations had prescribed a ceiling of 12 minutes of advertisements in a clock hour of programme broadcast. The framework also empowered TRAI to issue directions to service providers to protect subscriber interests and ensure compliance.
The regulations were primarily designed to monitor and enforce the advertising-duration limit prescribed under Rule 7(11) of the Cable Television Networks Rules, 1994.
However, the Ministry of Information and Broadcasting (MIB), through a notification published in the Official Gazette on August 21, 2026, omitted Rule 7(11), effectively removing the statutory 12-minute advertising cap for television channels.
Centre cites changing TV landscape
The government said the decision to remove the ceiling was taken in view of significant changes in the television broadcasting sector, including increased competition and greater consumer choice.
It also said the move was aimed at promoting fair competition and ease of doing business in the television broadcasting industry.
With the underlying provision in the Cable Television Networks Rules no longer in force, TRAI said continuing its corresponding regulatory framework would not be consistent with the amended rules.
TRAI has therefore repealed the 2012 regulations to bring its regulatory framework in line with the Centre’s decision.
The repeal will take effect from the date on which the 2026 regulations are notified in the Official Gazette.
The move marks a significant change in the regulatory framework governing television advertising in India, removing the earlier prescribed 12-minute-per-hour ceiling.
