Government proposes new anti-tobacco measures on OTT platforms
The Indian government has proposed new regulations requiring over-the-top (OTT) platforms to display non-skippable anti-tobacco advertisements. These ads, lasting at least 30 seconds, must appear at the start and during the content. This initiative aims to combat the harmful effects of tobacco, especially among children.
The Union Health Ministry released draft amendments to anti-tobacco rules, stating that all films and shows on OTT platforms must include these health spots, regardless of their certification status. Additionally, static health warnings must be displayed during any scenes depicting tobacco use.
This initiative builds on rules established in 2023, which mandated similar disclosures for online content. However, the new draft clarifies that these measures will be required at the very start of streaming, not just within the content itself. This change aims to enhance visibility and ensure viewers are aware of tobacco’s dangers right away.
The ministry encourages public feedback on these proposals, which are open for comment until October 13. India became the first country to enforce such regulations for OTT platforms, reflecting a strong commitment to public health.
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Under the existing rules, major platforms like Netflix, Amazon Prime Video, and others are already required to follow these guidelines. By emphasizing the risks associated with tobacco use, the government hopes to reduce exposure and promote healthier choices among viewers. The proposed measures signify an ongoing effort to protect public health in the digital age, particularly among vulnerable audiences.
