Effective anti-tobacco messaging: Tobacco consumption is a big problem in India, posing severe health hazards and broader social and economic repercussions that families often bear. A holistic approach, involving all stakeholders, is crucial to increase awareness about the harmful consequences of smoking and tobacco products, raise barriers at the point of sale, and support de-addiction efforts.
The goal of communication is clear — reduce tobacco use and raise awareness about its dangers. By rethinking anti-tobacco messaging on streaming platforms, and striving for balance, a strategic delivery of important health messages can be achieved without alienating viewers or stifling creative expression. The solution is not to overwhelm people with repetitive warnings but to make them smarter and more effective, ensuring a balance between public health advocacy and individual viewing experience.
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Anti-tobacco messaging on streaming platforms
The Ministry of Health and Family Welfare has recently proposed implementing mandatory anti-tobacco disclaimers and messaging on streaming platforms. While the intent is appropriate, a closer examination of the proposal reveals potential challenges that might undermine its effectiveness. The current plan includes displaying non-skippable, 30-second anti-tobacco health spots and 20-second audio-visual disclaimers upon opening streaming platforms. This must be repeated at the beginning of each film, though the disclaimers may be skippable. Furthermore, anti-tobacco spots and static warnings are suggested to appear mid-film or when tobacco products are shown.
This adds roughly 100 seconds of anti-tobacco messaging before content starts, applying to all users regardless of age, tobacco use, or content selection. While the intent to raise awareness about the dangers of tobacco consumption is commendable, such frequent warnings could disrupt the viewer experience without proportional benefit. These mandatory messages may feel intrusive, particularly for viewers looking to unwind, and could be counterproductive, especially on mobile devices, where they may obscure subtitles or key visuals, disrupting the immersive streaming experience.
Do repetitive warnings work
Recognising the severe health risks of smoking, it’s essential to question the effectiveness of repetitive, fear-based health warnings. Research indicates that repeatedly exposing viewers, especially younger audiences, to fear-based messaging may backfire, inadvertently provoking curiosity or resistance instead of discouragement. Protecting children from harmful influences is crucial, yet streaming platforms already offer parental controls and content disclaimers, empowering informed choices and helping prevent children from accessing unsuitable material. Overuse of graphic health warnings, particularly in content aimed at younger audiences, could cause confusion or desensitise viewers over time, lessening the impact of these important messages.
The proposal could also affect filmmakers and content creators, who often depict smoking as a realistic aspect of certain characters or scenarios. If these rules are enforced, creators may avoid scenes with smoking altogether, hampering authentic storytelling. Online streaming platforms have expanded the boundaries of creative expression, showcasing stories that reflect reality. Additional regulation could stifle this freedom, pushing creators towards self-censorship that could diminish the authenticity of their narratives. Already, they operate under the Information Technology Act, 2000, and other compliance requirements, including content takedowns.
More barriers to watch, fewer to buy
While streaming platforms are expected to bear the weight of anti-tobacco campaigns, e-commerce sites that sell tobacco products face fewer restrictions. Consumers buying tobacco online only need to confirm their age and location, encountering a simple pop-up health warning. This disparity raises questions about policy consistency: why should watching tobacco use face more obstacles than purchasing it if the ultimate objective is to reduce tobacco consumption?
Online platforms may become convenient channels for governmental public interest messaging. Although the current focus is on anti-tobacco content, this could expand to include mandatory warnings on issues such as climate change, women’s empowerment, or child labour. This abundance of messages might compromise the viewer experience, turning entertainment platforms into vehicles for public policy reminders, which could detract from their primary purpose.
Finding the right balance
Anti-tobacco messaging is crucial for public health and should not be downplayed. However, smarter, less intrusive ways of delivering these messages could enhance their effectiveness. Reducing the frequency of mandatory warnings and tailoring messages based on viewer age and preferences might yield better results. Allowing streaming platforms creative flexibility in designing these warnings and providing incentives for innovative messaging approaches could also be beneficial.
Offering skippable warnings after a few seconds, for instance, could improve message retention without disrupting content flow, allowing viewers to engage on their terms. Streaming platforms already support parental controls and content customisation, so refining these capabilities may be more effective than imposing blanket regulations that disrupt everyone’s experience.
While the goal of reducing tobacco use and raising awareness remains paramount, it is essential to approach anti-tobacco messaging on streaming platforms with thoughtful consideration. By rethinking the proposal and focusing on balanced, strategic messaging, public health messages can be delivered effectively without compromising the viewing experience or creative storytelling. Instead of overwhelming viewers with constant warnings, creating smarter, impactful messaging is the key to achieving a balanced solution that respects both public health priorities and personal choice.
Bijaya Roy is Senior Research Associate and Sohom Banerjee is Research Associate with CUTS International, A Global Public Policy Research & Advocacy group.