The Telecom Regulatory Authority of India (TRAI) yesterday announced repeal of its 2012 regulations governing the duration of advertisements on television channels (under quality of service category), following the government’s removal of the statutory 12-minute advertising ceiling for TV channels in push for greater competition, consumer choice and ease of doing business in broadcasting.

The move brings TRAI’s regulatory framework in line with the Ministry of Information and Broadcasting (MIB)’s decision to scrap the cap and marks the end of the corresponding TRAI orders and directions.

TRAI issued The Standards of Quality of Service (Duration of Advertisements in Television Channels) (Repealing) Regulations, 2026, repealing the 2012 regulations along with all orders and directions issued under them.

The repeal will take effect from the date on which the new regulations are notified in the Official Gazette.

On August 14, the MIB in an official statement said the advertisement duration cap for television was introduced in the year 2006 under the Cable Television Networks Rules, 1994. Since then, the TV broadcasting sector has undergone significant changes — from 62 TV channels in 2006 to over 900 channels now — thus neutralising the impact of the ad cap rules.

The MIB also justified its move on the ground that following cable networks’ digitization and introduction of newer technologies — like  HITS, IPTV and streaming — there was adequate competition in market.

The 2012 TRAI regulations prescribed a ceiling of 12 minutes of advertisements in a clock hour during the broadcast of a programme. They also empowered TRAI to issue orders or directions to service providers to protect subscriber interests and ensure compliance with the regulations.

The Authority noted that the Ministry of Information and Broadcasting, through a notification published in the Official Gazette on August 21, 2026, omitted sub-rule (11) of Rule 7 of the Cable Television Networks Rules, thereby removing the 12-minute advertisement-duration cap applicable to television channels.

According to a TRAI statement, the government removed the ceiling in view of significant changes in the television broadcasting sector, increased competition and consumer choice. The move was also aimed at enabling fair competition and ensuring ease of doing business in the television broadcasting sector.

With the underlying statutory ceiling removed, TRAI said continuation of the corresponding provisions in its own regulations would be inconsistent with Rule 7(11) of the Cable Television Networks Rules, 1994.

It consequently decided to repeal the 2012 regulations, together with all orders and directions issued under them, to maintain consonance with the Central Government’s decision.