Video streaming platforms in India are grappling with government pressure to incorporate anti-tobacco disclaimers into their content. In response, these platforms are collaborating with industry lobby groups, including the Internet and Mobile Association of India (IAMAI), the Indian Broadcasting and Digital Foundation (IBDF), and the Producers Guild of India, to find mutually agreeable solutions and navigate the challenging guidelines.

Some over-the-top (OTT) services have sought assistance from these industry associations to make representations to the government. The aim is to propose that future titles include the required warnings instead of retroactively modifying existing content, similar to the approach taken by feature films since 2012.

While Netflix and Jio Cinema have reportedly considered challenging the rules, other platforms prefer a practical solution. They acknowledge the sensitivity of the issue and are not opposed to incorporating disclaimers but advocate for a pragmatic approach. The plan is to engage industry associations to hold consultations involving all stakeholders, ensuring that the initiative does not backfire.

While OTT platforms maintain a close working relationship with the Ministry of Information and Broadcasting, even the ministry was not consulted regarding the latest notification.

Sources within the IAMAI confirmed that their members are actively working to develop a solution and will determine whether representations need to be made. Implementing warnings in future titles seems more feasible than retroactively inserting them into existing content. However, concerns remain about potential interruptions to subscription-based services caused by frequent ad breaks.

Retrospectively adding disclaimers is seen as a challenging task that could jeopardize viewer engagement. As the competition for consumer attention intensifies, any non-engaging content could lead viewers to switch to other options.

While domestic producers may comply with the rules, it may be difficult to enforce the same standards on international programming and studios.

The requirement for anti-tobacco health spots, warnings, and disclaimers was introduced by the health ministry. Online content publishers are now mandated to display these warnings at the beginning and middle of their programs, in addition to featuring anti-tobacco health warnings during scenes involving tobacco use.

Video streaming platforms in India are grappling with government pressure to incorporate anti-tobacco disclaimers into their content. In response, these platforms are collaborating with industry lobby groups, including the Internet and Mobile Association of India (IAMAI), the Indian Broadcasting and Digital Foundation (IBDF), and the Producers Guild of India, to find mutually agreeable solutions and navigate the challenging guidelines.

Some over-the-top (OTT) services have sought assistance from these industry associations to make representations to the government. The aim is to propose that future titles include the required warnings instead of retroactively modifying existing content, similar to the approach taken by feature films since 2012.

While Netflix and Jio Cinema have reportedly considered challenging the rules, other platforms prefer a practical solution. They acknowledge the sensitivity of the issue and are not opposed to incorporating disclaimers but advocate for a pragmatic approach. The plan is to engage industry associations to hold consultations involving all stakeholders, ensuring that the initiative does not backfire.

While OTT platforms maintain a close working relationship with the Ministry of Information and Broadcasting, even the ministry was not consulted regarding the latest notification.

Sources within the IAMAI confirmed that their members are actively working to develop a solution and will determine whether representations need to be made. Implementing warnings in future titles seems more feasible than retroactively inserting them into existing content. However, concerns remain about potential interruptions to subscription-based services caused by frequent ad breaks.

Retrospectively adding disclaimers is seen as a challenging task that could jeopardize viewer engagement. As the competition for consumer attention intensifies, any non-engaging content could lead viewers to switch to other options.

While domestic producers may comply with the rules, it may be difficult to enforce the same standards on international programming and studios.

The requirement for anti-tobacco health spots, warnings, and disclaimers was introduced by the health ministry. Online content publishers are now mandated to display these warnings at the beginning and middle of their programs, in addition to featuring anti-tobacco health warnings during scenes involving tobacco use.