TRAI repeals television advertising duration limits

The Telecom Regulatory Authority of India (TRAI) has repealed the 2012 regulations regarding advertisement duration limits on television channels. The authority issued the ‘Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026’, which took effect upon publication in the official gazette.

Under the previous 2012 rules, television channels were restricted to a maximum of 12 minutes of advertising per clock hour. This limit was established to monitor compliance with Rule 7(11) of the Cable Television Network Rules, 1994. However, the Ministry of Information and Broadcasting (MIB) recently removed this sub-rule via a notification on August 21, 2026, effectively ending the 12-minute cap.

The central government stated that this decision aims to foster fair competition, accommodate increased consumer choices, and promote ease of doing business within the evolving television broadcasting sector. TRAI noted that maintaining the 2012 regulatory provisions would no longer be consistent with the amendments made to the Cable Television Network Rules, 1994.