India Introduces Mandatory Anti-Tobacco Ads on Streaming Platforms

The Union health ministry has proposed mandatory anti-tobacco health spots and audio-visual disclaimers on OTT platforms. These amendments apply to all content, regardless of origin or CBFC certification, starting September 1, 2023. The initiative aims to curb the ill effects of tobacco use by educating viewers.

In a significant public health initiative, the Union health ministry has proposed mandatory display of 'non-skippable' anti-tobacco health spots lasting at least 30 seconds and a 20-second audio-visual disclaimer on the ill effects of tobacco use on OTT platforms as soon as users start streaming content.

Released in draft form, these amendments to the anti-tobacco rules will apply to all films, regardless of their Indian or foreign origin and CBFC certification status, from September 1, 2023. The rules stipulate that anti-tobacco health spots of at least 30 seconds should be displayed at the beginning and middle of the streaming films.

Additionally, the amendments propose prominent static anti-tobacco health warnings at the bottom of the screen during tobacco use scenes. This marks a step forward from the 2023 rules, which didn't explicitly mention films or detail specific requirements for OTT platforms. India, in a pioneering move, has already mandated such disclaimers on OTT platforms as of May last year.

(With inputs from agencies.)