New Delhi, Aug. 14 -- Ministry of Information and Broadcasting (I&B) on Friday announced the removal of the 12-minute cap on advertising time for television channels, aimed at promoting fair competition and improving the ease of doing business.

The move comes nearly two decades after the restriction was introduced.

The decision will take effect from the date the amendment to the Cable Television Networks Rules, 1994, is notified in the Gazette.

The 12-minute limit on television advertising was introduced in 2006 under the Cable Television Networks Rules, 1994. Since then, the television broadcasting sector has witnessed significant changes, prompting the government to revisit the existing regulatory framework.

"The Ministry of I&B is ...