TV channels will have to limit advertisements to 12 minutes per hour with no carryover provision in case of any shortfall in the duration of ads in a clock hour, the Telecom Regulatory Authority of India (Trai) has stated in the Standards of Quality Service (Duration of Advertisements in TV Channels) Regulation 2012.
During live broadcast of a sporting event, ads can be telecast only during the breaks in the sporting action, the Trai release said.
The minimum time gap between any two consecutive ad breaks cannot be less than 15 minutes and in case of movies, the time gap has to be a minimum of 30 minutes.
Ads can only be full screen with part screen and drop down ads not permitted.
The audio level of the ads carried in TV channels cannot be higher than the audio level of the programmes being broadcast in the channel, the regulator said.