The placement of anti-tobacco messages on OTT platforms should not be seen merely as a decorative initiative but as a deliberate attempt to raise awareness and protect the well-being of young users.
The Editor, Indian Express, Dear Sir, I am writing in response to the published article on 25th August 2023 discussing the placement of anti-tobacco messages on Over-The-Top (OTT) platforms. While the article raised some important points, I believe there are aspects that warrant further consideration. Undoubtedly, tobacco's highly addictive nature demands stringent regulation, as highlighted by the The WHO Framework Convention on Tobacco Control (WHO FCTC). The author's perspective, suggesting tobacco as an ordinary commodity, could inadvertently seem aligned with the interests of the OTT and tobacco industries. However, we must acknowledge that the costs borne by consumers in terms of disease, premature death, environmental degradation, and soil erosion are far from ordinary. The article's emphasis on the extensive man-hours required to include anti-tobacco messages on these platforms underscores the urgency of addressing tobacco-related issues. The industry's fail...