Daily TV Advertising Limit to Rise to 20%; Mid-Program Ads Allowed for 30-Minute Shows

Starting in October this year, deregulation of broadcast advertising will take effect, including expanding the total daily broadcast advertising limit from 17% to 20% and shortening the minimum program length required for mid-program commercials from 45 minutes to 30 minutes.

Regulations on advertising schedules per program will also be lifted, and the allowable scope for virtual ads and subtitle ads will be expanded.

The Korea Media and Communications Commission held a plenary meeting at the Government Complex-Gwacheon on the afternoon of the 12th and deliberated and voted on an amendment to the Enforcement Decree of the Broadcasting Act containing these measures.

The amendment will be promulgated in early September following a cabinet meeting, and is scheduled to take effect one month after promulgation.

The amendment eliminates regulations on the total volume of advertising per program while increasing the total daily advertising cap per channel from 17% to 20%.

However, out of concern for advertising concentration, the 20% advertising cap will still apply during prime time (19:00 to 23:00 on weekdays, 18:00 to 23:00 on weekends).

The number of permissible mid-program commercial breaks will also increase.

The minimum program length required to air mid-program commercials will be shortened from the current 45 minutes to 30 minutes.

Accordingly, the number of mid-program ad breaks for programs lasting 45 to 60 minutes will increase from once to twice, while programs lasting 60 to under 90 minutes will increase from twice to three times.

The allowable scope for virtual advertisements will also be expanded.

Virtual ads, which were previously permitted only in certain genres, will now be allowed in educational programs as well, and the size restriction on virtual ads will be eased from one-fourth or less of the screen to one-third or less.

Size restrictions for subtitle advertisements and data broadcasting channel advertisements will also be expanded from one-fourth or less of the screen to one-third or less.

Opinions calling for additional regulatory relief were also voiced during the meeting.

Commissioner Choi Soo-young stated, "Reviewing the feedback submitted by broadcasters and other entities during the legislative notice period, there were requests to relax the 20% prime-time limit," adding, "This means reflecting the actual programming structure of broadcasters during prime time. It is necessary to consider proactive regulatory improvements moving forward."

Commissioner Ryu Shin-hwan also stated, "I agree on the need for additional regulatory improvements to revitalize the broadcasting market," adding, "It is necessary to closely monitor the actual impact of this deregulation on the broadcasting market and reflect the results in future institutional improvements."

Commissioner Go Min-soo requested, "Rather than just reviewing and closing out the various comments received during the legislative notice period, please ensure they are actively utilized as key baseline data for upcoming advertising policy formulations."

Commissioner Yoon Seong-ok said, "I agree," while adding, "As there are concerns and opinions regarding the impact that relaxed advertising regulations may have on programs, please check viewer perception surveys and other indicators after the enforcement decree is amended so they can be reflected in follow-up policies."

According to the Commission, while the total advertising market revenue has grown by nearly 6 trillion won over the past 10 years, broadcast advertising revenue dropped from 4.464 trillion won in 2015 to 3.2334 trillion won in 2024.

In contrast, online advertising surged nearly threefold over the same period, from 3.4278 trillion won to 10.1358 trillion won.

This amendment is a measure to address these changes in the broadcasting market environment, revitalize the sluggish broadcast advertising market, and ease asymmetric advertising regulations between broadcasters and platforms.

Commission Chairperson Kim Jong-chul said, "We expect that this regulatory improvement will alleviate asymmetric regulations between media outlets resulting from changes in the media environment and boost the vitality of the broadcasting market," adding, "I hope broadcasters will also fulfill their public responsibilities, improve content quality, and make every effort to earn public trust through viewer protection measures."

(Photo: Yonhap News)
※ Please note: This article was translated by AI and may contain errors.