New Delhi, September 10 (Daily Kiran) : The Telecom Regulatory Authority of India (TRAI) has officially revoked the 2012 regulations that limited advertising time on television channels. This decision was announced on September 10, 2026, with the new “Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026” now in effect.
Previously, under the rules established on May 14, 2012, TV channels were restricted to airing a maximum of 12 minutes of advertisements per hour. These regulations also granted TRAI the authority to issue directives to service providers to protect consumer interests and ensure compliance.
TRAI indicated that the original regulations were created to monitor and enforce the 12-minute advertising limit set by Rule 7(11) of the Cable Television Networks Rules, 1994. However, the Ministry of Information and Broadcasting (MIB) removed this sub-rule on August 21, 2026, effectively lifting the advertising time restriction.
The central government made this move in response to significant changes in the television broadcasting landscape, increased competition, and the need to enhance ease of doing business. Officials believe that this decision will foster fair competition within the broadcasting sector.
In light of the government’s repeal of the advertising time limit, TRAI concluded that maintaining the 2012 regulatory provisions would no longer align with the amendments made to the Cable Television Networks Rules, 1994. Consequently, TRAI has decided to annul all regulations related to advertising time limits and any associated orders or directives. The new repealing regulations took effect immediately upon publication in the official gazette.
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