The Ministry of Information and Broadcasting (MIB) has told the online curated platforms or video OTT platforms that any publicity or marketing material of shows and films being hosted by them should prominently display classification ratings.

Streamers like Prime Video, Netflix, Disney+Hotstar, MX Player, SonyLIV and Zee5, JioCinema, apart from a host of other regional language platforms, in India do undertake marketing and advertising campaigns in different ways, including on social media, outdoor hoardings, and even newspaper and TV ads.

“The Code of Ethics for online curated content under the Rules inter alia provides for classification of content into age based categories, inclusion of the classification rating and consumer advice for their programmes in any print, television or online promotional or publicity material, and prominent display of the classification rating specific to each content in such material,” an advisory from MIB pointed out, adding that streamers should take note of it and follow the provisions of the IT Rules.

In recent times, streamers have been often criticised for showing edgy content, though the OTT platforms have clarified that proper age and content classifications accompany every programme, apart from platforms having parental control tools too.

Meanwhile, yesterday in a meeting with OTT platforms, Minister for Information and Broadcasting Anurag Thakur had cautioned the streamers and conveyed that creative freedom could not be a licence for vulgarity and hurting the sentiments of Indians.

A PTI report on the meeting had stated yesterday the discussions also centred on establishing penal provisions for violations by OTT platforms, strengthening the existing grievance redressal mechanism, addressing concerns related to the accurate depiction of India’s map, and combating digital piracy.

The Minister highlighted an overt western influence and depiction of Indic religions and traditions in bad light through the OTT platforms and asked the representatives to come up with their proposed solutions within a fortnight, the PTI report elaborated, quoting unnamed persons who had attended the meeting.