South Korea will loosen advertising rules for broadcasters, raising the daily ad cap per channel and easing limits on mid-roll, virtual and indirect advertising. The Broadcasting Media Communication Commission approved a revision to the Enforcement Decree of the Broadcasting Act that will take effect in October after remaining procedures. The agency estimates easing mid-roll ad rules could lift broadcast ad revenue by about 50 billion won. Prime-time limits will remain to curb ad concentration.

South Korea\'s Broadcast Media Communications Commission has begun internal consultations on legislation for an Audiovisual Media Services Act covering broadcasting and online video services. The commission held a kickoff meeting to share policy research and gather members\' views, saying no unified position has been formed. The act is included in the 2026 government legislative plan. Key differences with a bill filed by lawmaker Choi Min-hee include the scope of the public domain, deregulation of existing broadcasting rules and whether to regulate individual creators.