Highlighting the implication of Anti-Tobacco Messages on OTT Platforms for different stakeholders

Background:

In May 2023, the Ministry of Health mandated that OTT platforms featuring tobacco products must display anti-tobacco health spots (30 seconds) and disclaimers (20 seconds) at the beginning and middle of the content. Additionally, it provided that static warnings must be displayed during scenes depicting tobacco use.

In September 2024, draft amendments were issued proposing stricter non-skippable anti-tobacco messaging not only during the content but also immediately upon opening streaming services. This proposal expands the scope of exposure to anti-tobacco messaging by adding mandatory health spots and disclaimers before viewers even begin watching content.

The mandatory display of health spots and disclaimers on OTT platforms can influence users’ reactions, emotions, behaviour and overall viewing experience. Additionally, the nature and extent of these impacts may vary across different age groups, necessitating a nuanced analysis of audience responses.

Given this background, we intend to conduct a study to understand the implication of proposed amendments on different stakeholders and to recommend a balanced and nuanced approach towards regulations on anti-tobacco messages.

About Project

Project Brief

Project Objective:

The study aims to understand the implications of displaying anti-tobacco messages on online curated platforms for various stakeholders. It seeks to assess:

The level of awareness these messages generate about the harmful effects of tobacco consumption among both children and adults.

The perceived disruption caused by these messages.

Viewers’ reactions and emotional responses to watching such messages.

Additionally, the study will explore preferred solutions based on user perspectives to ensure a balanced approach that aligns with both public health objectives and user experience.

Approach and Methodology:
a) Survey

A survey will be conducted to gather viewer feedback on the potential impact of non-skippable anti-tobacco messages on their viewing experience on OTT platforms.

b)Virtual Roundtable Discussion

A virtual roundtable discussion will be organised to bring together key stakeholders to share their perspectives on the proposed display of the non-skippable anti-tobacco message on the OTT platforms both while opening the application and display of the content in that application. The discussion will explore its potential implications for both public health and OTT platforms.

c) Opinion Editorials (Op-Eds)
Opinion editorials (Op-Eds) will be drafted to provide a balanced perspective on the implementation of the new regulations. The Op-Eds will also highlight ways in which OTT platforms can ensure compliance without compromising user satisfaction.

d) Submission of Comments to the Government

In response to the government’s invitation for public comments on the draft amendments, CUTS will submit its formal comments on the draft notification. Comments will reflect a comprehensive evaluation of the proposed regulations and their potential impact.

Project Duration:
2024-2025.

CUTS International

Established in 1983, Consumer Unity & Trust Society (CUTS International) is a non-profit non-governmental organisation, engaged in promoting consumer sovereignty in the framework of social justice, economic equality and environmental balance, within and across borders. It is a leading Southern voice working on three verticals: Rules-based trade; Effective regulation; and Good governance. More information is available here: http://www.cuts-international.org/pdf/Programme_Brochure.pdf

CUTS operate out of 14 Centers spread across India, Africa, South East Asia, Europe and the USA. More information is available here: http://www.cuts-international.org.

CUTS Calcutta Resource Center (CUTS CRC) is leading the implementation of the along with CUTS Centre for Competition, Investment, and Economic Regulation (CUTS CCIER). More details are available at (https://www.cuts-crc.org/) and http://www.cuts-ccier.org/).

Supported by –

Netflix Entertainment Services India Llp

Expected Outcomes:

Users’ perspectives on the display of non-skippable anti-tobacco messages on online curated platform content will be identified.

Mechanisms/solutions will be proposed to balance users’ satisfaction and awareness of the harmful impact of tobacco.

Research Outputs/Event

CUTS Comments on Draft
Notification Regarding Changes in Rules 11 of the COTPA Amendment Rules, 2023 -OTT Rules”

Media

Binging on bans: India needs a balanced approach to anti-tobacco messaging
Policy Circle, October 28, 2024
CUTS International raises concerns over proposed tobacco ad rules; advocates for strategic implementation
NewsDrum, October 17, 2024

Contact Us

CUTS Centre for Competition, Investment & Economic Regulation (CUTS CCIER)
D–217, Bhaskar Marg, Bani Park, Jaipur 302016, Rajasthan, India
Ph: +91 141-2282821/22/23
Fax: +91 141 2282485
Email: c-cier@cuts.org

Mr. Sohom Banerjee
Research Associate
CUTS International
Email id: sje@cuts.org