Anti-tobacco messages on OTT platforms should not be seen merely as a decorative initiative but as a deliberate attempt to raise awareness and protect the well-being of young users says Sunny Suryavanshi

 The Editor, Indian Express,

Dear Sir, I am writing in response to the published article on 25th August 2023 discussing the placement of anti-tobacco messages on Over-The-Top (OTT) platforms. While the article raised some important points, I believe there are aspects that warrant further consideration.

Undoubtedly, tobacco's highly addictive nature demands stringent regulation, as highlighted by the The WHO Framework Convention on Tobacco Control (WHO FCTC).

 The author's perspective, suggesting tobacco as an ordinary commodity, could inadvertently seem aligned with the interests of the OTT and tobacco industries. However, we must acknowledge that the costs borne by consumers in terms of disease, premature death, environmental degradation, and soil erosion are far from ordinary.

The article's emphasis on the extensive man-hours required to include anti-tobacco messages on these platforms underscores the urgency of addressing tobacco-related issues. The industry's failure in self-regulation is undeniable and poses a significant threat to public health, which should undoubtedly be treated as a national priority.

While I appreciate the acknowledgment that OTT platforms serve as a medium, the fundamental question remains unanswered: Who are the primary beneficiaries of this medium? It is essential to delve into the motivations and intentions behind utilizing this platform. As we navigate through evolving media landscapes, understanding the driving forces behind content dissemination is vital to making informed decisions that safeguard public health.

In conclusion, the placement of anti-tobacco messages on OTT platforms should not be seen merely as a decorative initiative but as a deliberate attempt to raise awareness and protect the well-being of young users. The interests of the OTT and tobacco industries must not eclipse the critical objective of mitigating the devastating impact of tobacco consumption on young people. Let us not forget that our collective responsibility to society far outweighs the pursuit of individual gains.

Sincerely,

Sunny Suryavanshi

Convenor Nada Young India Network For Good Health.