IAMAI expressed concern against anti-tobacco advertisement on OTT platform, said- it is difficult to follow the rules

In order to prevent tobacco consumption in society, a few days ago, the central government made new rules, in which all the OTT platforms present in the country were asked to show advertisements with the message of anti-tobacco.
The government had argued that the advertisements shown in cinema houses and TV serials should be shown on OTT as well. According to the news agency Reuters, veteran OTT platforms Netflix, Amazon Prime, and Disney have refused to follow these rules of the government.
The Internet and Mobile Association of India (IAMAI) said that it is virtually impossible to follow these rules issued by the government. IAMAI pointed out that this is against the freedom of the content creator and the existing OTT platforms in the country have Bollywood and Hollywood content in multiple languages and it is impossible to edit millions of hours of content and insert advertisements in it.
The Health Ministry had issued a guideline for OTT content to spread the message of anti-tobacco to the masses. According to these rules, OTT platforms were asked to put warning labels during the scenes of smoking and drinking.
Not only this but it was also ordered to show a 50-second video disclaimer at the beginning and middle of every Indian content.
Like films, there are currently no other rules including censorship in the country for OTT platforms. Let us tell you that for some time in the country, there is talk of bringing censorship for OTT as well. Actually, there is no rule of censor board like films in the OTT platform.
Now the government has come up with tobacco rules, which OTT has refused to accept. At present, no rule of any kind is applicable to OTT in the country.