India unveiled guidelines on Wednesday requiring streaming platforms such as Netflix and Amazon Prime Video to display prominent warnings about smoking and other forms of tobacco use while airing shows with such scenes.
While film and television certification bodies already moderate public content in India, its laws have few provisions to censor content on popular online platforms.
The new rules also made it compulsory for the platforms to display an anti-tobacco health warning as a “static message” atthe bottom of the screen while displaying tobacco products onscreen. It also mandated audio-visual disclaimers about the ill-effects of tobacco use. “India’s new regulations will ensure that streaming services are not the next vehicle for Big Tobacco’s aggressive targetingof Indian youth,” said Yolonda Richardson, an executive fromnon-profit group Campaign for Tobacco-Free Kids.
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