Over-the-top (OTT) platforms have become an integral part of the entertainment industry 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, the popularity of OTT has grown exponentially, particularly among teenagers and young adults. While this technological advancement has enriched the entertainment landscape, it has also raised concerns about unregulated content that could negatively impact youth.
The Concern: Glamorizing Harmful Habits
One of the most alarming trends on OTT platforms is the frequent depiction of tobacco and drug use, often glamorized by popular actors. Such portrayals risk normalizing these harmful behaviors among impressionable viewers. In Bangladesh, where 35.3% of individuals aged 15 and above use tobacco (Global Adult Tobacco Survey 2017) and 80% of the country’s 7.5 million drug addicts are youth (Narcotics Control Department 2020), these depictions act as a catalyst for imitation, curiosity, and addiction.
The impact of this glamorization is magnified by the absence of warning messages accompanying scenes of tobacco or drug use, violating national laws. Monitoring by MadakDarbo O NeshaNirodhSangstha (MANAS) has shown that both global platforms like Netflix and Amazon Prime and local platforms such as Hoichoi, Chorki, and Bongo fail to comply with the Smoking and Tobacco Products (Control) Act, 2005 (amended in 2013). Despite the law prohibiting the broadcast of tobacco use scenes without health warnings, the lack of specific provisions for OTT platforms allows such violations to persist unchecked.
The Legal Gap in OTT Regulation
A significant concern lies in the absence of specific legal provisions for OTT platforms within the current Tobacco Control Act. While Section 5(e) of the Act prohibits the broadcast of tobacco use scenes without health warnings in traditional media, it lacks clear directives for the burgeoning OTT sector. This legal vacuum has allowed OTT platforms to operate with limited accountability, potentially exposing young viewers to harmful content. Monitoring by MANAS has repeatedly revealed violations by both global and local platforms, with scenes of tobacco and drug use frequently appearing without the mandated health warnings.
Why a Policy Is Urgent
OTT platforms have rapidly become a preferred medium for young audiences due to their accessibility, convenience, and wide range of content. However, the lack of specific regulations has allowed harmful influences to proliferate unchecked, exposing the younger generation to tobacco and drug use glorified in popular content. These portrayals not only normalize these behaviors but also make them appear aspirational, increasing the risk of addiction among impressionable youth.
In countries with advanced OTT markets, specific policies ensure that global and domestic platforms comply with national laws. For instance, in India, the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, mandate content classification and age-appropriate access controls for streaming platforms. Similarly, the United States enforces strict regulations on content ratings and warnings through the Motion Picture Association. These examples demonstrate the need for a comprehensive regulatory framework to safeguard youth in the digital age.
Recommendations for Effective Policy Formulation
To address these challenges, the following measures are recommended:
- Mandatory Health Warnings: OTT platforms must display prominent health warnings during all scenes depicting tobacco or drug use, as required by the Tobacco Control Act.
- Ban on Tobacco Advertising and Sponsorship: Prohibit all forms of direct and indirect promotions of tobacco products through OTT content.
- Compliance with Existing Laws: Ensure that programs broadcast on OTT platforms adhere to the Tobacco Control Act and other national regulations.
- Age Verification Mechanisms: Introduce robust age verification systems requiring minors to register using their parent’s national ID card to restrict access to age-inappropriate content.
- Restrictions on Harmful Content: Enforce strict guidelines to limit the depiction of tobacco, drugs, and other harmful substances in OTT content. Content creators should be required to justify the inclusion of such scenes and ensure they are not glamorized.
- Policy Formulation by the Ministry of Information and Broadcasting: Develop comprehensive guidelines to regulate OTT platforms, covering both domestic and international channels. These policies should address content classification, age-appropriate access, and compliance with health regulations.
- International Platform Compliance: Require global OTT services like Netflix, Amazon Prime, and Disney+ to comply with local laws while streaming content in Bangladesh. This could be achieved through bilateral agreements or regulatory frameworks.
- Public Awareness Campaigns: Launch awareness campaigns highlighting the dangers of tobacco and drug use, particularly targeting young audiences. These campaigns can be integrated into popular OTT content to maximize reach and impact.
- Collaborative Monitoring: Establish a collaborative monitoring system involving government agencies, NGOs, and civil society organizations to ensure compliance with regulations. Platforms found violating laws should face strict penalties, including fines and content takedown orders.
- Content Creation Incentives: Encourage the production of positive, educational, and health-promoting content through subsidies, grants, or awards. This would help balance entertainment with societal responsibility.
The media’s power to shape attitudes and behaviors cannot be overstated. As OTT platforms continue to dominate the entertainment sphere, their impact on society must be managed responsibly. By formulating and implementing well-defined policies, Bangladesh can pave the way for a healthier, more conscious society, where the promise of digital entertainment does not compromise the well-being of its youth.
The time has come for the Ministry of Information and Broadcasting to take proactive steps in drafting and enforcing regulations that prioritize public health. By learning from international best practices and tailoring them to the local context, Bangladesh can establish a regulatory framework that safeguards its youth while fostering a responsible digital entertainment industry. Collaboration between the government, industry stakeholders (OTT platforms), civil society organizations, and academic institutions will be crucial for the successful implementation and enforcement of these regulations.
Valiant Freedom Fighter Professor Dr. Arup Ratan Choudhury, Recipient of Ekushey Padak Founder President, MANAS- Madak Darbo O Nesha Nirodh Sangstha, Honorary Senior Honorary Senior Consultant, Department of Dentistry, BIRDEM General Hospital. He can be reached at prof.arupratanchoudhury@yahoo.com.
