Protecting Youth from OTT Content Risks

Professor Dr. ArupRatan Choudhury

President, MANAS

Over-the-Top Platforms and Their Popularity:

Over-the-top (OTT) platforms have become a cornerstone of entertainment in Bangladesh, offering diverse content such as movies, dramas, web series, and documentaries. Since the launch of Bongo Channel in 2013 and the arrival of global platforms like Netflix in 2016, their popularity has surged, especially among teenagers and young adults. While these platforms enrich the entertainment landscape, they also raise significant concerns about unregulated content that may harm impressionable youth.0

The Concern: Glamorizing Harmful Habits:

One of the most troubling trends on OTT platforms is the glamorization of tobacco and drug use, often portrayed by popular actors. These depictions risk normalizing harmful behaviors among young viewers. With 35.3% of individuals aged 15 and above using tobacco (Global Adult Tobacco Survey 2017) and 80% of the country’s 7.5 million drug addicts being youth (Narcotics Control Department 2020), such portrayals can catalyze imitation and addiction.

The issue is exacerbated by the absence of mandatory health warnings in these scenes, violating national laws like the Smoking and Tobacco Products (Control) Act, 2005 (amended in 2013). Monitoring by Madak Darbo O Nesha Nirodh Sangstha (MANAS) reveals that both global platforms (e.g., Netflix, Amazon Prime) and local ones (e.g., Hoichoi, Chorki, Bongo) fail to comply with these legal requirements.

The Legal Gap in OTT Regulation:

A critical gap exists in the Tobacco Control Act regarding OTT platforms. While Section 5(e) prohibits broadcasting tobacco use scenes without health warnings in traditional media, it lacks directives for the rapidly expanding OTT sector. This legal vacuum has enabled platforms to operate with minimal accountability, increasing the exposure of youth to harmful content.

Why a Policy Is Urgent?

OTT platforms are a preferred medium for young audiences due to their accessibility and diverse content. However, the lack of specific regulations has allowed harmful influences to proliferate, glamorizing tobacco and drug use as aspirational behaviors. Countries like India and the United States offer examples of stringent policies, including content classification, age-appropriate controls, and mandatory warnings. These illustrate the need for Bangladesh to establish a comprehensive framework to safeguard its youth.

 Recommendations for Effective Policy Formulation

To address these challenges, the following measures are recommended:

• Mandatory Health Warnings: Enforce the display of health warnings during all scenes depicting tobacco or drug use, in compliance with the Tobacco Control Act.
• Ban on Tobacco Advertising and Sponsorship: Prohibit all forms of direct and indirect tobacco promotions in OTT content.
• Compliance with Existing Laws: Ensure that OTT platforms adhere to the Tobacco Control Act and other national regulations.
• Age Verification Mechanisms: Implement robust age verification systems requiring minors to register using a parent’s national ID card to access age-sensitive content.
• Restrictions on Harmful Content: Enforce strict guidelines to limit depictions of tobacco and drug use. Content creators should justify such scenes and ensure they are not glamorized.
• Policy Formulation by the Ministry of Information and Broadcasting: Develop comprehensive guidelines for OTT platforms, addressing content classification, age-appropriate access, and adherence to health regulations.
• International Platform Compliance: Require global platforms like Netflix, Amazon Prime, and Disney+ to comply with local laws through bilateral agreements or regulatory frameworks.
• Public Awareness Campaigns: Launch campaigns highlighting the dangers of tobacco and drug use, targeting young audiences. These messages can be integrated into popular OTT content to maximize impact.
• Collaborative Monitoring: Establish a monitoring system involving government agencies, NGOs, and civil society organizations to ensure compliance. Violations should result in penalties such as fines or content takedown orders.
• Content Creation Incentives: Encourage the production of educational and health-promoting content through subsidies, grants, or awards, balancing entertainment with societal responsibility.

 The influence of media on youth attitudes and behaviors is undeniable. As OTT platforms continue to dominate entertainment, their societal impact must be managed responsibly. By formulating well-defined policies, Bangladesh can create a healthier society where digital entertainment does not compromise youth well-being. Collaboration between the government, OTT platforms, civil society, and academia will be crucial for successful implementation and enforcement. Now is the time for proactive steps to ensure a responsible digital entertainment industry that prioritizes public health.