Television ad limit falls away as TRAI withdraws its 2012 rules
The regulator has withdrawn its 2012 quality-of-service framework after the government removed the underlying limit from cable television rules.
The Telecom Regulatory Authority of India has issued regulations dated 10 September 2026 to repeal its 2012 rules governing the duration of advertisements on television channels.
Those rules reflected a ceiling of 12 minutes of advertisements in each clock hour under the Cable Television Networks Rules. The Information and Broadcasting Ministry removed the underlying provision on 21 August 2026, and TRAI says its repeal takes effect when notified in the Official Gazette.
Why it matters
Removing the cap changes the balance among broadcaster revenue, viewer experience, competition and consumer protection across the television market.
SCULTRA point of view
Greater commercial flexibility should be accompanied by transparent monitoring of advertising loads, programme scheduling and subscriber response.
Limitations
The operative legal text and Gazette notification control. The official release explains the regulatory sequence but does not estimate the effect on advertising volumes or consumers.
Source: Press Information Bureau / Telecom Regulatory Authority of India, 10 September 2026, 7:24 PM IST.