Internet Freedom Foundation (IFF) has declared that anti-tobacco warnings on OTT platforms infringe on the freedom of speech of content creators. The New Delhi-based non-governmental organisation highlighted the issue in a letter to Health Secretary Rajesh Bhushan. The Ministry of Health and Family Welfare released a notification on May 31, which forced the OTT streaming platforms to show anti-tobacco advertisements before shows’ episodes and movies.
In addition, IFF has revealed that the ministry enacted the rule regarding the frequent display of anti-tobacco warnings without even consulting them.
According to Prateek Waghre, the Policy Director at IFF, the anti-tobacco warnings infringe upon the right of freedom of speech and expression of the OTT content creators. He also pointed out that the approach may result in poor depictions of health and welfare issues and may adversely affect the current reach of the OTT streaming services due to the regulations.
Indian streaming services have openly resisted the addition of frequent anti-tobacco warnings in their streaming content due to concerns about disruption of users’ viewing experience.
“Initial research on the effectiveness of pictorial and threatening warnings associated with tobacco on OTT platforms suggest that such warnings may have limited, if any, effect on people’s intention to quit or reduce cigarette consumption, and that the effect fades over time,” Mr. Waghre said.
IFF has raised the demand for “right-respecting” regulations for OTT platforms in order to promote their growth and preserve their economic and cultural significance among Indian viewers.