It is presented a method, performed in a broadcast control device (1), for controlling broadcast transmissions in a cellular communication system (8) to wireless devices (2). The method comprises the steps of: obtaining (30) a transmission policy associated with a content provider (6), the transmission policy comprising a restriction to only broadcast a content feed to a geographically limited area; and blocking (32) any content feeds from the content provider (6) violating the transmission policy associated with the content provider (6). A corresponding broadcast control device (1), system, computer program and computer program product are also presented.