TRAI letter said when the matter comes up before the

tribunal, the regulator will have to lay the facts of the case and the motivations for its interventions before the court. "This will then be in the public space and it is certainly not outside the realm of possibility that once such facts are disclosed it may prompt a slew of public interest litigations, leave aside the embarrassment it would cause the government," it said. TRAI has sought information from Ministry of the action it intends to take or has taken to immediately bring the "menace of excessive advertising under control". The regulator said that the matter can also be settled if "the government explicitly clarifies that TRAI is empowered to regulate and enforce the duration and format of advertisements being carried in TV channels."