What's New :
UPSC Interview Guidance Program. Register here...

Misplacing the warning

  • Published
    25th Aug, 2023

Context:

The newly introduced rules by the Union Health Ministry that require anti-tobacco warnings for smoking scenes on OTT platforms, intended to raise awareness about tobacco's ill effects, are being critiqued for their force-fitted nature and lack of industry consultation.

Distinction and Concerns

  • Application of Theatre/TV Rules: New rules mandate anti-tobacco warnings for OTT platforms similar to theatres and TV.
  • Lack of Contextualization: The rules overlook distinctions between OTT and traditional media, raising concerns about the viewing experience.
  • Industry Pushback: The absence of industry consultation has led to criticism and resistance against the rules due to their impractical implementation.

OTT's Unique Attributes

  • OTT Growth: The OTT market's exponential growth in India is attributed to personalized content delivery and on-demand viewing.
  • Self-Regulation Framework: Unlike theatres/TV, OTT operates under self-regulation through the Digital Media Ethics Code.
  • Viewing Experience Impact: Force-fitting warnings disrupt binge-watching and short-form content, and efficacy concerns are raised regarding repeated exposure.

Complex Challenges and Way Forward

  • Compliance Challenges: Imposing warnings across extensive OTT libraries within a short timeframe presents resource-intensive difficulties.
  • Light-Touch Approach: Evolving technology-driven models like OTT should be governed with innovation and growth in mind.
  • Consultation and Self-Regulation: The editorial suggests addressing tobacco depiction concerns through industry consultation and existing self-regulatory mechanisms.
You must be logged in to get greater insights.
GS Mains Classes GS Classes 2024 GS Classes 2024 UPSC Study Material

Verifying, please be patient.

Our Centers

DELHI (Karol Bagh)

GS SCORE, 1B, Second Floor, Pusa Road, Karol Bagh, New Delhi - 110005 (Beside Karol Bagh Metro Station Gate No. 8)

Get directions on Google Maps

BHUBANESWAR (Jaydev Vihar)

GS SCORE, Plot No.2298, Jaydev Vihar Square, Near HCG Day Care, BBSR - 751013

Get directions on Google Maps

LUCKNOW (Aliganj)

GS SCORE, 2nd Floor, B-33, Sangam Chauraha, Sector H, Aliganj, Lucknow, UP - 226024

Get directions on Google Maps

Enquire Now