BACKGROUND: India has made progress in implementing the 2012 Tobacco-Free Film and TV Rules. This policy reduced tobacco imagery in films and TV but shifted exposure to social media and over-the-top (OTT) streaming platforms. HRIDAY along with other NGOs monitored compliance and streaming platforms completely violated the 2012 Rules. This study aimed to assess tobacco and e-cigarette depictions in movies and series on OTT platforms and compliance with the 2012 Rules.
METHODS: Using the Breathe California methodology, we analysed the top 10 movies (5 Indian, 5 international) and 8 series (4 Indian, 4 international) released in 2023, alongside prior data (248 episodes, 250 movies) spanning 2006–2023. Descriptive statistics and negative binomial regression were employed to assess trends in tobacco imagery before and after the 2012 Rules.
RESULTS: Our 2021 study reported a reduction in tobacco incidents per film post-2012 Rules. However, OTT content compliance remained poor. A 2018 analysis of 10 series (188 episodes) on Netflix and Amazon Prime revealed higher tobacco depictions in foreign productions, with zero compliance with India's 2012 Rules. By 2023, tobacco incidents per hour in films decreased by 19.5%, but no significant change was observed immediately post-policy implementation. Notably, tobacco depictions in Indian series surged dramatically, from 4% in 2018 to 96% in 2023. These findings underscore a growing prevalence of tobacco imagery in Indian OTT streaming platforms and highlight the necessity of robust enforcement of the Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply, and Distribution) Amendment (COTPA) Rules, 2023, developed to regulate tobacco imagery on OTT platforms, including web series and online curated content.
CONCLUSIONS: Non-compliance with tobacco imagery regulations on OTT platforms underscores the urgent need for effective implementation and monitoring of the 2023 Rules to safeguard youth from tobacco exposure.