Be it in a movie theater or watch something on OTT, those tobacco ads and warnings…you can’t really avoid them. That is definitely annoying for some viewers, even being non-smokers, this disgusts some viewers. But now, you might have to go through more of that.
The ministry has proposed draft amendments to anti-tobacco rules for OTT platforms. Starting September 1, 2023, all films, Indian or foreign, must include 30-second anti-tobacco health spots at the beginning and middle.
The ministry’s draft amendments to anti-tobacco rules for OTT platforms require all films, regardless of origin or CBFC certification, to include 30-second health spots at the beginning and middle. Additionally, static health warnings must accompany scenes depicting tobacco use.
While aimed at promoting public health, these regulations could limit creative expression and raise concerns about censorship in artistic content.
The draft titled “The Cigarette and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Amendment Rules 2024” revises the anti-tobacco regulations from May 2022.
“Now, streaming platforms will have to show these health spots and disclaimers not just at the beginning and middle of programmes but immediately upon opening the platform.”, says an official source.
The new rules, effective from September 13, require OTT platforms to include non-skippable health spots of at least 30 seconds at the beginning and midpoint of any content featuring tobacco.
Additionally, a non-skippable audio-visual disclaimer lasting a minimum of 20 seconds about the harmful effects of tobacco must play when the platform is opened, addressing previous gaps in regulation regarding films.
While the intent behind the ministry’s revised anti-tobacco regulations is to safeguard public health, the extensive requirements imposed on OTT platforms may lead to unintended consequences. Viewers, including non-smokers, could find the frequent interruptions and mandatory warnings increasingly irritating.
This raises critical questions about the balance between health awareness and creative freedom. Furthermore, the emphasis on non-skippable content may inadvertently foster viewer fatigue, diminishing the overall impact of the health messages these regulations aim to promote.