The Broadcasting Media Communications Commission on Thursday said it reported a draft amendment to the Broadcasting Act enforcement decree to expand the daily total cap on broadcast advertising to 20 percent of daily airtime per channel from the current average 17 percent.

The commission held its 17th plenary meeting of 2026 on Thursday and discussed measures to improve the system, including easing broadcast advertising regulations.

The revision follows criticism that excessive regulation compared with online video services (OTT) is undermining broadcasters’ competitiveness as broadcast advertising revenue falls with the growth of OTT. Terrestrial broadcasters’ advertising revenue fell 56 percent to about 800 billion won in 2024 from about 1.9 trillion won in 2015.

Under the daily cap system, the limit will be raised to 20 percent from the current average 17 percent and programme-by-programme rules will be abolished. To prevent advertising from being concentrated in specific time slots, a separate cap of 20 percent will apply during prime time (weekdays 1900 to 2300, and Saturdays, Sundays and public holidays 1800 to 2300).

For mid-roll advertising, the minimum length of eligible programmes will be shortened to 30 minutes from 45 minutes, and the number of permitted breaks by segment will also be expanded. For programmes of 45 to 60 minutes, the limit will rise to 2 from 1, and for programmes of 60 to 90 minutes, it will rise to 3 from 2. The commission estimated that easing mid-roll advertising rules would increase revenue by about 50 billion won.

For virtual and indirect advertising, the size limit will be eased to no more than one-third of the screen from the current one-quarter. Virtual advertising will be allowed in educational programmes, excluding children’s, news and current affairs programmes. Size limits for subtitle advertising and advertising on data broadcasting channels will also be eased to one-third from one-quarter.

Kim Jong-chul (김종철), the commission’s chair, said, "Starting with this enforcement decree revision, we will identify tasks to improve the broadcast advertising system and continue regulatory innovation in stages." He added, "If broadcasters’ competitiveness rises, it will also become possible to produce high-quality broadcast content, raising the public’s viewing satisfaction."

The commission plans to proceed with the process with the goal of legislative notice and consultations with relevant ministries in June to July, a plenary vote in August, and promulgation in September.