The Telecom Regulatory Authority of India (TRAI), on September 10, 2026, issued the Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026, repealing the 2012 Regulations that prescribed a ceiling of 12 minutes of advertisements per clock hour during programme broadcasts. The repeal takes effect from the date of its publication in the Official Gazette.
The 2012 Regulations were primarily intended to monitor and enforce the advertisement-duration ceiling prescribed under Rule 7(11) of the Cable Television Networks Rules, 1994. However, the Ministry of Information and Broadcasting (MIB) omitted Rule 7(11) through a notification published on August 21, 2026, thereby removing the 12-minute advertisement cap. The change was undertaken in view of developments in the television broadcasting sector, increased competition, consumer choice and the objective of facilitating ease of doing business.
Accordingly, TRAI has repealed the corresponding regulatory framework, including all orders and directions issued under the 2012 Regulations, as their continuation would no longer be consistent with the amended Cable Television Networks Rules. The measure therefore removes TRAI's earlier quality-of-service regulatory framework governing the maximum duration of television advertisements.
[Press Release No. 117/2026; Regulations 4 of 2026]
