Within three months, Indian streaming subscribers may start seeing something that no other online media customer in the world is required to — intrusive pop-up warnings during every single shot of a tobacco product being featured in a series or film, regardless of where or when that content was made; and in the beginning and middle of every film and TV show episode, a video warning to that effect. The streaming industry has been divided on how to push back on these sudden requirements, according to documents reviewed by The Hindu, and industry executives.
The Ministry of Health and Family Welfare has termed this move as turning India into a “global leader” in tobacco control measures. The streaming industry, for its part, was alarmed. They were not consulted by the Health Ministry, two sources with knowledge of the situation said. In fact, even the Ministry of Information & Broadcasting, which administers India’s streaming regulation apparatus, did not know that the move was being notified, an industry executive said.
Streaming services have chosen not to comment on the matter publicly as they discuss next steps, which, according to sources, may include a legal challenge. Internally, though, a split has emerged, the executive said. Some streaming services — both domestic and foreign — are in favour of a legal challenge, but another camp is more amenable to pleading with the Health Ministry to soften the requirements. A Supreme Court case also remains pending on the inclusion of such messages on streaming platforms.
