South Korea to Allow More Ads on TV, Easing Daily Limits and Mid-Program Breaks

South Korean broadcasters will soon be allowed to air more advertisements, as the Broadcasting and Media Communications Committee (BMCC) approved a significant revision to the Broadcasting Act enforcement decree. Effective October, the daily limit for advertisements will increase from the current 17% to 20% of total broadcast time. This move is part of a broader effort to bolster the competitiveness of terrestrial broadcasters facing intense pressure from the rapid growth of online video services (OTT) and declining advertising revenue.

Beyond the overall daily limit, the committee has also relaxed rules concerning advertisements within programs. The restriction on ad time within a single program, previously capped at 20% of its duration, will be abolished. Furthermore, the frequency of mid-program advertisements will be increased. Programs lasting 45 to 60 minutes can now feature up to two ad breaks, up from one, while 60 to 90-minute programs can have three, an increase from two. These adjustments are intended to provide broadcasters with greater flexibility in scheduling advertisements and responding to market demand.

Virtual and indirect advertisements, currently permitted only in entertainment, cultural, and sports programs not aimed at children, will now be allowed across all program types except for children's, news, and current affairs content. The size limit for these advertisements will also be expanded from one-quarter to one-third of the screen. However, the BMCC has implemented safeguards to prevent excessive ad concentration during prime time. Specifically, advertisements will still be limited to 20% of broadcast time for programs airing between 7 PM and 11 PM on weekdays and 6 PM and 11 PM on weekends and holidays.

BMCC Chairperson Kim Jong-cheol emphasized that broadcasters must remember the public's role as media sovereigns. He cautioned that if self-imposed regulations, particularly discretionary powers, undermine public trust, strong public opposition could arise. The revised decree is scheduled for public notice next month, followed by legal review, with the aim of official promulgation in September and implementation in October.

“

Broadcasters must remember that if self-imposed regulations, particularly discretionary powers, proceed in a direction that undermines public trust, the public, from the perspective of media sovereignty, can form strong opposing opinions.