The Indian government may soon require OTT platforms to show non-skippable anti-tobacco ads. According to new draft rules from the Union Health Ministry, all movies—Indian or foreign—streamed on OTT platforms after September 1, 2023, must include 30-second anti-tobacco ads at the beginning and middle of the film. They also have to display warning messages during scenes where tobacco is used.
In addition, when users first open a streaming platform, there will be a 20-second anti-tobacco message that cannot be skipped. These new rules build on regulations from May 2022, which made India the first country to require health warnings on OTT platforms, similar to what is already done in movie theaters and on TV. The goal is to raise awareness about the harmful effects of tobacco and protect public health.
