Ott Platforms Under Pressure: India'S Bold Move To Safeguard Young Viewers

India's Crackdown on OTT Content: The New Age-Gating Rules

India is stepping up its game in regulating OTT platforms like Netflix, Amazon Prime Video, and JioHotstar, urging them to implement more stringent age-gating measures. This move follows concerns about children accessing inappropriate content. Dr. L Murugan, the Minister of State for Information & Broadcasting and Parliamentary Affairs, recently highlighted in the Rajya Sabha the government's efforts to enforce the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, under the Information Technology Act, 2000.

The rules mandate a five-tier age classification system: U (Universal), U/A 7+, U/A 13+, U/A 16+, and A (Adult). For content rated U/A 13+ and above, platforms must ensure age verification to shield kids from unsuitable material. While India’s regulatory focus lately prioritizes social media, OTT platforms are also under scrutiny. Although profiles for children can be created, there's often no comprehensive age-gating or multi-step content access process.

The Challenges of Age-Gating for OTT Platforms

Age-gating presents a significant challenge not just in India but globally. Countries like Australia have already banned social network access for those under 16, setting a precedent that others, including Denmark and Malaysia, might follow. Experts argue that while intentions are noble, many OTT platforms struggle to implement foolproof systems without hampering viewer experience.

“Classification itself is flawed. Automated classifiers often struggle with nuance or simply with the use of words like 's**' in innocent contexts, leading to over-blocking or under-blocking,” tech industry expert Prasanto Kumar Roy explains.

Implementing effective systems is fraught with challenges. OTT platforms may need to rely on user-reported ages, which aren’t always accurate due to shared household accounts. Some suggest using verification through primary subscriber information or payment details, although these solutions aren't foolproof either.

Moving Towards Ethical Accountability

Despite its challenges, the push for age-based content control reflects an ethical shift in the OTT market landscape. Serial entrepreneur Darshan M emphasizes that age-gating is now both a legal and moral obligation. He suggests simple solutions, like sending an OTP via SMS, could deter minors from accessing adult content, although he admits it might introduce some user friction.

OTT platforms need to adapt quickly, ensuring that any changes align with Indian regulations without disrupting user experience significantly. With the OTT video market revenue in India projected to reach USD 4.47 billion by 2025, platforms have ample incentive to comply with these new rules. However, they must balance this with creative freedom and avoid unnecessary barriers to content consumption.

The evolving framework will require OTT platforms to forge agreements with licensors and production houses for content compliance and establish processes to identify and manage noncompliant content. This is crucial to maintaining a responsible and thriving digital media ecosystem.