TRAI repeals 12-minute ad duration cap regulation for TV channels

NEW DELHI — The Telecom Regulatory Authority of India (TRAI) has issued the Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026, repealing its 2012 regulation that had capped advertisements at 12 minutes per clock hour on television channels.

According to a press release issued by TRAI, the repealing regulations (4 of 2026), dated September 10, 2026, revoke the Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations, 2012 (15 of 2012), dated May 14, 2012, along with all orders and directions issued under it, effective from the date of notification in the Official Gazette.

The 2012 regulations had prescribed a ceiling of 12 minutes of advertisements per clock hour in the broadcast of a programme and had empowered TRAI to issue orders or directions to service providers to protect subscriber interests or ensure compliance.

TRAI said these regulations were primarily intended to monitor and enforce, as a quality-of-service measure, the advertisement duration ceiling prescribed under Rule 7, sub-rule (11) of the Cable Television Networks Rules, 1994.

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The Ministry of Information and Broadcasting (MIB), via a notification published in the Official Gazette on August 21, 2026, omitted sub-rule (11) of Rule 7 of the Cable Television Networks Rules, 1994, thereby removing the 12-minute advertisement duration cap for television channels.

According to TRAI, the removal of the cap was undertaken in view of significant changes in the television broadcasting sector, increased competition and consumer choice, and with a view to enabling fair competition and ease of doing business in the sector.

TRAI said that, with the Central Government having removed the advertisement duration ceiling, continuation of the corresponding regulatory provisions under the TRAI regulations would be inconsistent with Rule 7(11) of the Cable Television Networks Rules, 1994.

Accordingly, to maintain consonance with the Central Government’s decision, the Authority decided to repeal the 2012 regulations, along with all orders and directions issued under them, with effect from the date of issue of the repealing regulations in the Official Gazette.