TRAI vs. Broadcasters: 12-Minute Ad Cap Dispute Rekindled

TRAI issues notices to broadcasters exceeding the 12-minute ad cap, reigniting a decade-long conflict. This follows a drop in TV ad volumes and proposed new audience measurement policies. Legal challenges persist.

TRAI has actually provided show reason notifications to major television broadcasters for exceeding the 12-minute advertising cap per clock hour, reigniting a decade-long dispute. Broadcasters have 15 days to respond, while TRAI looks for to abandon an acting keep given by the Delhi High Court. This activity accompanies a decrease in TV ad volumes and broadcaster incomes.

Advertising Cap Rule

Broadcasters have 15 days to discuss why action needs to not be taken under the Advertisement Cap Rules of 2012. The matter continues to be sub judice, with the Delhi High Court having actually provided acting alleviation in 2013.

TRAI’s Authority

TRAI has actually mentioned its powers under the TRAI Act and the Standards of High Quality of Solution (Duration of Advertisements in Television Programs) Regulations, 2012, which restrict ads to 12 mins in any type of clock hour. The regulator additionally referenced its 2013 order needing broadcasters to submit weekly ad duration data for all networks.

Ministry’s New Policies

The notices come as the Ministry of Info and Broadcasting proposes brand-new policies for television audience dimension, including required CTV viewership reporting and the exemption of landing web page viewership.

The Telecom Regulatory Authority of India (TRAI) has actually provided program cause notices to major tv broadcasters for going against the 12-minute marketing cap per clock hour, developing a conflict that has actually been in lawsuits for more than a decade.

Decline in TV Advertising

The move comes amidst a 10% year-on-year decrease in tv advertising and marketing volume in the very first 9 months of 2025, according to TAM AdEx. Executives associate the decline to weaker customer need and tighter spending plans among FMCG companies, the field’s biggest marketers.