The Delhi High Court upheld a 12-minute-per-hour cap on TV advertising, including self-promotion
The rule traces its origins to an era before streaming platforms transformed media consumption
Today, viewers can switch platforms, skip ads or move to on-demand content with ease
Broadcasters already face shrinking audiences and intense competition from digital platforms
The advertising cap has remained under litigation for years, with compliance often proving difficult
Policy should balance consumer interests with broadcasters' ability to sustain revenue and content quality