India, Sept. 11 -- The Telecom Regulatory Authority of India (TRAI) has repealed the regulations limiting advertisements on television channels to 12 minutes per hour, giving broadcasters greater flexibility in advertising inventory as traditional television competes with digital media for audiences and advertising revenue.

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

TRAI also noted that the regulations will come into effect from the date of their publication in the Official Gazette. However, actions already taken under the earlie...