The Health Ministry revealed that it held extensive consultations with the Ministry of Information and Broadcasting (MIB) and the Ministry of Electronics and Information Technology (MeitY) before implementing the anti-tobacco warning rules for over-the-top (OTT) platforms. The government shared this information in a response to the Parliament’s query.
Concerns Over Promotion of Tobacco on OTT Platforms
Union Minister of State for Health, SP Singh Baghel, expressed concerns about the growing popularity of OTT platforms among children and youth. There is apprehension that these platforms may inadvertently promote tobacco and tobacco-related products. While Indian films and TV already required health warnings for scenes involving smoking and alcohol, such regulations were not in place for streaming platforms until now.
Imperative Need for Regulation on OTT Platforms
The minister emphasized the imperative need to regulate the depiction of tobacco products and their usage on OTT platforms, especially considering the increasing viewership of on-demand streaming platforms among children and youth. The focus of the government is to protect the younger generation from unnecessary exposure to tobacco imagery and advertisements.
Guidelines for Anti-Tobacco Messaging on OTT Platforms
In May, the Health Ministry issued new anti-tobacco guidelines for OTT platforms. These guidelines mandate the inclusion of anti-tobacco health spots and disclaimers lasting 20-30 seconds at the beginning and middle of any content depicting tobacco’s use. Furthermore, scenes depicting tobacco consumption must display static warning messages. Non-compliance may result in action by an inter-ministerial committee comprising representatives from the health ministry, MIB, and MeitY, and may even lead to content blockage in India.
Industry Opposition and Growth of India’s OTT Market
Industry players, including Netflix, Viacom18, and Disney+Hotstar, opposed the new rules, citing additional burdens and increased editing costs that could lead to production delays. The Internet and Mobile Association of India (IAMAI) also expressed concerns that the new anti-tobacco warning norms for streaming platforms would be difficult to implement and impinge on content creators’ freedom of expression.
Despite these challenges, India’s OTT market continues to thrive, driven by its large number of internet users. The market is projected to reach a size of $12.5 billion by 2030, making it a significant market for global players like Netflix, Amazon Prime, Disney+Hotstar, and local platforms like Viacom18’s JioCinema, Zee5, and Alt Balaji.
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