Since our childhood, we’ve grown up hearing from our elders that cricket is not just a game, it’s a medium of family entertainment. Well, that’s no longer the case anymore, folks! Why? Because JioHotstar doesn’t seem to think so. Imagine sitting down with your family to watch the ongoing India vs South Africa Test series, and out of nowhere, condom ads pop up on your screen on JioHotstar. Awkward moment, right?
Despite hundreds of complaints, it seems JioHotstar is not taking strict action against these types of advertisements. It’s embarrassing and, frankly, just plain unacceptable during a live sporting event watched by millions of households.
You keep hearing about the rules. The Ministry of Information & Broadcasting (MIB) says these kinds of suggestive, adult ads should only be shown after 10 PM on TV channels. Well, it looks like JioHotstar has a completely different rulebook when it comes to showcasing adult ads. These ads certainly don’t fall into the category of informing citizens about safe sex or health benefits without sexually objectifying women.
The core complaint, consistently voiced by parents and family viewers, is the frequent telecast of sexually suggestive condom advertisements during times when matches attract a large, family-based audience that includes children.
But why does this keep happening?
OTT platforms are primarily governed by the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. These rules provide a Code of Ethics and establish a self-regulatory framework.
While the Code of Ethics requires OTT platforms to avoid content prohibited by law and undertake age-based classification, the MIB’s direct, time-bound restrictions on advertisements were explicitly issued to “all TV channels.” This has created a regulatory grey area that streaming services like JioHotstar appear to be leveraging.
The frequent airing of high-value advertising spots during popular live cricket matches is driven by massive commercial interest. Major sporting events attract premium advertising rates, and platforms aim to fulfil their commitments to high-paying advertisers, even if they include condom brands.
The continued neglect of family-viewer sensibilities risks undermining the comfort of watching cricket as a communal household activity, and raises serious questions about the ethical oversight of advertising content on India’s rapidly growing digital platforms. A definitive intervention from regulatory bodies like the MIB is crucial to harmonise the broadcasting landscape and protect the interests of the family audience. Stay tuned for more updates.