TRAI repeals 12-minute TV advertisements cap following MIB rule change

The Telecom Regulatory Authority of India (TRAI) has repealed its regulation capping television advertisements at 12 minutes per clock hour, following the Ministry of Information and Broadcasting’s (MIB) decision to remove the ceiling.

TRAI said continuing the corresponding provisions under its regulations would be inconsistent with the Cable Television Networks Rules, 1994, after the Centre omitted Rule 7(11), which prescribed the 12-minute limit.

The regulator has repealed the Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations, 2012, along with all orders and directions issued under them, effective from the date of publication of the repealing regulations in the Official Gazette.


The repeal comes shortly after the Delhi High Court, in a May 29, 2026 judgment, upheld the 12-minute ad cap as constitutionally valid, dismissing petitions filed by broadcasters. The court held that the cap struck a proportionate balance between broadcasters’ rights and the public interest in the use of broadcast spectrum.

However, the repeal will not affect the previous operation of the 2012 regulations or the validity and effect of orders, directions or actions taken under them while they were in force.

The MIB notified the removal of the ad-duration cap on August 21, omitting Rule 7(11) of the Cable Television Networks Rules, 1994. TRAI said retaining its parallel cap after the government’s move would perpetuate the restriction that the Centre had decided to remove.

The 12-minute cap was introduced in 2006. The ministry has said the TV sector has since undergone significant changes, with the number of channels rising from 62 in 2006 to more than 900 currently. It has also pointed to the expansion of digital distribution platforms and the absence of a comparable ad-duration restriction on digital media.