NEW DELHI: Even as a legal debate continues on the ad cap of 12 minutes to the hour, the Government feels the existing mechanism available in the Information and Broadcasting Ministry is ‘adequate’ to regulate advertisements on private TV channels

There is no proposal under consideration of the Government to amend Section 6 of the Cable Television Networks (Regulation) Act 1995 in this regard, Ministry sources told indiantelevision.com.

While replying to a question during the last Parliament session, Minister of State for I&B Rajyavardhan Singh Rathore had said no study had been brought to the notice of the Ministry with regard to the efficacy of self-regulation vis-a-vis legislative regulation.

However, advertisements telecast by private satellite TV channels are regulated under the provisions of Advertising Code as contained in the Cable Television Network Rules, 1994 framed under the Cable Television Networks (Regulation) Act, 1995.

Besides this as a part of self-regulatory process, Advertising Standards Council of India (ASCI), established in 1985, undertakes self-regulation of advertisements. ASCI has a Consumer Complaints Council (CCC) to consider complaints in respect of advertisements.

The sources said the self-regulation mechanism put in place by the industry, however, does not replace the existing regulatory function of the Government.