The Union Health Ministry, on May 31st, introduced regulations mandating tobacco warnings on OTT platforms, which came into effect from September 1st. While the government is still in the process of addressing concerns raised by the OTT industry, nevertheless, those supporting the notification are against putting at stake the health and wellbeing of the younger generation--millennials and Gen Z just for the sake of tobacco glamorisation and making it appear “cool”, the HEALTH PIONEER reports
Dr. Shekhar Mande, National President of Vigyan Bharati, an RSS-affiliated organization, and former Director General of the country’s top premier research organization, CSIR emphasized that the critical importance of implementing tobacco warnings on Over-The-Top (OTT) platforms.
He asserted that the initiative is not only scientifically justified but also culturally necessary.
Dr. Mande, being scientist himself, emphasized upon the robust scientific evidence supporting tobacco control measures and their indispensable role in safeguarding citizens' health.
“Scientific research unambiguously underscores tobacco's detrimental health impact. Equally robust is the evidence supporting the efficacy of tobacco control measures. Embracing these measures is our collective responsibility to safeguard our citizens. The Government of India, driven by its commitment to citizen welfare, has taken a commendable step by introducing warnings on OTT content. In instances where tobacco-related scenes are depicted on OTT series or movies, health spots will reinforce the message of potential hazards,” said Dr Mande.
To raise awareness about the ill effects of tobacco use, the Health Ministry on May 31, 2023 released new rules that require anti-tobacco warnings for smoking scenes on OTT platforms, like those for theatres and TV.
Lauding the move,
Dr Poonam Khetrapal, Regional Director, World Health Organisation South-East Asia Region, had said, “This demonstrates India’s unstinted commitment to protect the health of people from the harmful effects of tobacco.” The WHO said India is the first and only country to mandate such ads for OTT platforms.
Dr Priyank Kanoongo, Chairperson of the National Commission for Protection of Child Rights (NCPCR), agreed with Dr Mande’s views and asserted that efforts to make tobacco use attractive on OTT platforms will not be permitted to succeed. The head of the top children right’s body further announced that 10 lakh school students across the country will actively promote awareness in this regard.
He shared that distinguished educationists and public health experts have also lauded the introduction of tobacco warnings, highlighting their pivotal role in safeguarding the health of children and youth.
Dr. Mande, the recipient of the Shanti Swarup Bhatnagar Prize, India's highest science award chipped in maintaining that, “Scientific research backs this initiative, demonstrating how various entertainment platforms can inadvertently promote tobacco products."
Sharing their views at a webinar hosted by Tobacco Free India, a group of concerned citizens, Dr Mande and Dr Kanoongo were joined by speakers like Dr Uma Kumar from AIIMS Delhi, educationist Shayma Chona and Dr. Surekha Kishore, first executive Director of AIIMS Gorakhpur. The title of the webinar was "Countering Tobacco Glamorization for a Healthier Next-Generation.” It was organized with an aim to examine the impact of tobacco imagery on young minds and the role of new regulations in addressing this concern.
According to the amended rules, every publisher of online curated contents displaying tobacco products or their use has to display anti-tobacco health spots, for a minimum 30 seconds each at the beginning and middle of the programme.
They have to display anti-tobacco health warning as a prominent static message at the bottom of the screen during the period of display of the tobacco products or their use in the programme, and also display an audio-visual disclaimer on the ill-effects of tobacco for a minimum 20 seconds each in the beginning and middle of the programme,
Kanoongo voiced his strong support for the earliest possible implementation of restrictions on tobacco scenes on OTT platforms, underscoring the vulnerability of youth to the glamorization of tobacco. "Our young population remains especially vulnerable to the glamorization of tobacco. The Global Youth Tobacco Survey reveals that over half of students notice anti-tobacco messages in mass media. Our unwavering responsibility is to protect them from the harmful allure of tobacco."
Dr. Surekha Kishore, first executive Director of AIIMS Gorakhpur, too emphasizes the critical role of tobacco warning rules for OTT platforms. Highlighting the alarming statistics of tobacco-related deaths, she notes, "In India, around 1.35 million lives are lost to tobacco-related diseases every year. This staggering figure underscores the pressing need for unified efforts against the tobacco epidemic. In recent years, OTT platforms have emerged as a powerful medium of entertainment for millions. Their responsibility cannot be underestimated. It's vital for the entertainment industry to embrace its role in shaping perceptions and influencing choices."
Prominent educationist Dr Shyama Chona, recipient of India's highest civilian awards, Padma Shri and Padma Bhushan, said that when the question concerns the lives and health of millions of children, the OTT industry should prioritize children's future over profits. “It is the industry's responsibility to provide wholesome entertainment to its viewers, and they cannot shirk this responsibility.”
Dr. Uma Kumar, founder Head of the Rheumatology Department at AIIMS Delhi and recipient of the National Award for Science Communication by the President of India, says the comprehensive and immediate implementation of OTT regulations aims to do their bit to save the kids from deadly trap of killer tobacco.
She warned that 12-16-year-old adolescents who watched such scenes were 2-3 times more likely to try smoking.
“Such rules are need of the hour if we want to save our kids from the tobacco menace.”