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Young Voices Drive Momentum for Strong OTT Tobacco Rules

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With strong backing from the Young India Network for Good Health, youth-led Community Action Teams (CATs) from Faridabad, Jamshedpur, Kurukshetra, Shimla, and Delhi NCR have consistently supported stronger measures to protect young people from tobacco imagery.

By Nada India Foundation Team

On June 9, 2025, the Ministry of Health and Family Welfare (MoHFW) hosted its final stakeholder consultation on the draft rules regulating tobacco depiction on Over-The-Top (OTT) platforms. The session brought together representatives from public health institutions, civil society, industry bodies, and key government ministries, including the Ministry of Information and Broadcasting (MIB).

Among the strong advocates for youth and health at the table was Suneel Vatsyayan, Chairperson of Nada India Foundation, who shared insights from consultations with over 10,000 young people across Himachal Pradesh, Punjab, and Haryana.

Young India Speaks Up

During the consultation, Mr. Vatsyayan presented findings gathered through the Young India Network for Good Health, a vibrant platform of youth leaders and Community Action Teams (CATs) from Faridabad, Jamshedpur, Kurukshetra, Shimla, and the Delhi NCR region.

“The overwhelming majority of young people support clear anti-tobacco messaging across all forms of media—OTT platforms, television, and theatres.”
— Suneel Vatsyayan

Why the OTT Rules Matter

The draft Cigarettes and Other Tobacco Products (COTPA) Rules, 2024 propose:

  • Non-skippable health spots (minimum 30 seconds) before content begins

  • Non-skippable disclaimers (minimum 20 seconds) on the ill effects of tobacco

  • A static health warning displayed whenever tobacco appears on screen

  • Applicability to all content (Indian or international) released on or after September 1, 2023

MoHFW officials clarified that these rules are backed by Section 5 of COTPA (2003) and that OTT platforms will have six months from official notification to comply.

Evidence-Based Advocacy

Dr. Avinash from the National Tobacco Control Programme (NTCP) cited a 2019 study published in the British Medical Journal showing that 57–60% of youth are influenced by tobacco imagery in streaming content. He emphasized that self-regulation has failed, underscoring the need for legally binding rules.

Expert Support for Strong Enforcement

  • Dr. Sonu Goel (PGIMER, Chandigarh) presented data showing high tobacco presence in OTT content and urged for monitoring and penalties.

  • Dr. Shalini Singh (ICMR-NICPR) advocated for extending warnings to older content, as OTT libraries are permanent.

  • Asim Sanyal (VOICE) called for no dilution of rules, emphasizing the need for legal backing and enforcement mechanisms.

Implementation Challenges Acknowledged, But Not a Roadblock

While some industry and technology experts raised concerns around language translation, platform capabilities, and technical feasibility, MoHFW maintained its position:

“The right to life takes precedence over creative liberties. Health warnings are a non-negotiable public health measure.”

The Way Forward: Youth Engagement Is the Key

Nada India Foundation and the Young India Network for Good Health reaffirm their commitment to supporting these public health protections. Youth-led consultations across Northern India have revealed a powerful truth: young people want to be protected from tobacco influence—and they expect media platforms to be part of the solution.

As Mr. Vatsyayan concluded:

“These rules are not just legal provisions—they are a public health necessity. The youth are watching, and they deserve protection.”

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