New TRAI regulations end 12‑minute TV ad ceiling

TRAI has introduced the “Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026,” effectively annulling the 2012 rule that limited television advertising to a maximum of 12 minutes per hour. The repeal, announced on Thursday, takes effect immediately upon its Gazette notification. The 2012 restriction, embedded in Rule 7(11) of the 1994 Cable Television Networks Act, allowed TRAI to issue orders protecting consumer interests. The Ministry of Information and Broadcasting’s 21 August 2026 notice eliminated that sub‑rule, a move the central government says will encourage greater competition, expand viewer choice, and promote ease of doing business in the broadcast sector. All associated orders and directives from the 2012 framework have been withdrawn.