Government Moves To Scrap 12-Minute Ad Cap For TV channels
Summarized by AI; it may make mistakes. Check important info
Summarized by AI; it may make mistakes. Check important info
Television channels in India may soon be allowed to carry more than 12 minutes of advertisements in an hour after the government moved to remove the existing advertising time limit. The Ministry of Information and Broadcasting said the proposed change is aimed at promoting fair competition and making it easier for broadcasters to do business.
The new rules will come into effect only after the amended provisions are officially published in the Gazette of India.
Why the 12-minute limit is being removed
The advertising cap was introduced in 2006, when India’s television industry was far smaller and largely dependent on analogue cable networks. At the time, only 62 TV channels were operating in the country.
The television landscape has since changed significantly, with more than 900 channels now operating. The expansion of DTH, HITS and IPTV services, along with the complete digitisation of cable television, has also significantly increased viewers’ access to channels.
The government said the growth of platforms and channels has increased competition and expanded consumer choice.
Digital media has changed the advertising market
The government’s decision also takes into account the growing influence of digital media, where advertising duration is not subject to a similar statutory limit.
The ministry said the existing restriction placed traditional television broadcasters at a disadvantage compared with digital platforms. Removing the ceiling is therefore intended to create a more level competitive environment and ease regulatory restrictions on broadcasters.
What was the ‘10+2’ rule?
The existing framework is commonly known as the ‘10+2’ rule.
It allowed a maximum of 12 minutes of advertising in a clock hour, comprising:
- 10 minutes of commercial advertisements
- 2 minutes of channel self-promotional content
The rule was designed to prevent excessive advertising from disrupting television programmes and affecting the viewing experience.
Delhi High Court had upheld 12-minute cap
The government’s move comes months after the Delhi High Court upheld the 12-minute advertising limit.
In May 2026, the court dismissed challenges by broadcasters against the restriction, holding that the limit was a valid regulatory measure aimed, among other things, at protecting viewers from excessive commercial interruptions.
The court noted that the 12-minute ceiling was intended to prevent excessive commercial breaks and protect the quality of the television viewing experience.
Why was the advertising cap introduced?
The advertising restrictions were introduced following concerns about long and frequent commercial breaks, repeated advertisements and interruptions during programmes.
TRAI had maintained that limiting advertising time helped ensure a more balanced viewing experience.
Industry bodies had proposed different alternatives to the existing system. The Indian Society of Advertisers suggested limiting advertising to 25% of broadcast time, while the Advertising Agencies Association of India favoured a market-led approach.
Broadcasters, meanwhile, pushed for the statutory ceiling to be removed altogether.
If the proposed amendment is officially notified, television broadcasters will no longer be subject to the existing 12-minute-per-hour ceiling, marking a significant change in India’s television advertising rules.
