OTT platforms flouting tobacco advertising and glamourization of tobacco use

A recent study published in the British Medical Journal (BMJ), "Tobacco imagery in on-demand streaming content popular among adolescents and young adults in India: implications for global tobacco control" revealed that OTT platforms are flouting Government of India regulations on exposure to tobacco imagery. The study assessed tobacco depictions in ten television series available via on-demand streaming platforms such as Netflix, Hulu, Hotstar, Amazon Prime, and many others. Incidents of tobacco use and tobacco brands in each series were counted and compliance with Indian Laws was recorded.

The BMJ study revealed that there is rampant depiction of tobacco use and tobacco brand placement. The shows with tobacco depictions included both foreign-produced and Indian-produced series and most were rated for viewers below 18 years, thus targeting youth and children. Many of the series showed tobacco brands as well as close ups of tobacco products and tobacco usage. None of the series included anti-tobacco static warning messages, anti-tobacco health spots, or audio visual disclaimers about the ill effects of tobacco use, a press release issued by Consumers' Legal Protection Forum (CLPF) said.

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