South Korea to ease broadcast ad rules, allowing up to 3 mid-show breaks per hour

Korea Communications Commission Chairman Kim Jong-cheol (center) presides over the commission's 27th full session of 2026 at the Government Gwacheon Complex on Wednesday. [Korea Communications Commission]

An amended enforcement decree of the Broadcasting Act, centered on overhauling the broadcast advertising system, will take effect in October. The daily cap on broadcast advertising time will expand from 17 percent to 20 percent of total airtime, and the minimum program length required to carry mid-show commercials will be relaxed from 45 minutes to 30 minutes.

The Korea Communications Commission held its 27th full session of 2026 on Wednesday and approved the amended enforcement decree of the Broadcasting Act, which includes measures to rationalize outdated broadcast advertising regulations and revitalize the broadcasting market.

The commission had reported the agenda item at a full session in June and had since gathered public feedback through a legislative notice period.

Under the decree approved Wednesday, the per-program advertising time cap will be abolished, and the daily advertising time limit per channel will rise from 17 percent to 20 percent of total daily airtime. The change addresses hourly advertising limits on popular programs that blocked sales even when advertisers were willing to buy.

However, to prevent advertising from clustering in certain time slots and to protect viewers, a separate 20 percent advertising cap will apply during prime viewing hours — weekdays from 7 p.m. to 11 p.m., and weekends and public holidays from 6 p.m. to 11 p.m.

Korea Communications Commission Chairman Kim Jong-cheol chairs the commission's 27th full session of 2026 at the Government Gwacheon Complex on Wednesday. [Korea Communications Commission]

The decree also lowers the minimum program length for mid-show commercials from 45 minutes to 30 minutes, creating a new 30-to-45-minute bracket. Programs in that bracket will be allowed one mid-show break; programs running 45 to 60 minutes will be permitted two breaks, up from one; and programs of 60 to 90 minutes will be allowed three breaks, up from two.

Virtual advertising will also be permitted in educational programs, expanding the genres where it is allowed. The size limit for virtual ads will be relaxed from one-quarter to one-third of the screen. The commission expects the broader genre eligibility to stimulate the related market.

Size limits for banner advertisements and data broadcast channel ads will likewise ease from one-quarter to one-third of the screen. The size restriction on on-screen text notifications displayed before a mid-show commercial break will be abolished entirely.

"We expect this regulatory reform to ease the asymmetric regulations between media platforms that have arisen from changes in the media environment and to reinvigorate the broadcasting market," commission Chairman Kim Jong-cheol said. He also urged broadcasters to fulfill their public responsibilities and redouble efforts to improve content quality, protect viewers' rights and strengthen public trust.

The approved decree is set to be promulgated in early September after going through deputy ministers' and Cabinet meetings, and will take effect one month later.

balme@heraldcorp.com