In an effort to prioritize public health, the Union Health Ministry has proposed new rules for over-the-top (OTT) platforms, mandating the display of non-skippable anti-tobacco health warnings. According to the draft amendments, these platforms will be required to show a 30-second anti-tobacco health spot and a 20-second audio-visual disclaimer about the ill effects of tobacco use when users begin streaming content.
What the New Rules Entail
The draft amendments, released in September 2023, specify that Indian and foreign films, regardless of their Central Board of Film Certification (CBFC) status, must display these warnings. The health spots will be featured both at the beginning and in the middle of the content. Additionally, static health warnings will appear prominently at the bottom of the screen during any scene that depicts tobacco use.
This initiative builds on the 2023 OTT platform rules, which already required anti-tobacco health spots at the start and middle of content. However, the new amendments clarify the inclusion of films and mandate that warnings be shown immediately upon opening the streaming platforms.
OTT Platforms and Public Health
OTT platforms like Netflix, Amazon Prime Video, Jio Cinema, and others will need to comply with these rules. India became the first country in May 2022 to enforce such stringent anti-tobacco measures for streaming platforms, aligning them with regulations already in place for television and theater.
A Focus on Public Health
By enforcing these amendments, the Health Ministry aims to address the rising concerns of tobacco usage in India. As OTT platforms continue to grow in popularity, these rules are designed to make health warnings more visible and impactful to the public, further emphasizing the health risks associated with tobacco consumption.
Conclusion: Raising Awareness Through Digital Platforms
These stringent guidelines highlight the government’s commitment to public health. The introduction of non-skippable anti-tobacco health warnings on OTT platforms marks a significant step towards educating audiences on the dangers of tobacco use.
