{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,26]],"date-time":"2026-08-26T17:22:27Z","timestamp":1787764947191,"version":"build-2784847793"},"reference-count":3,"publisher":"Ovid Technologies (Wolters Kluwer Health)","issue":"6","content-domain":{"domain":["lww.com","ovid.com"],"crossmark-restriction":true},"short-container-title":[],"published-print":{"date-parts":[[2023,11]]},"abstract":"<jats:p>India has taken a ground-breaking step in public health by mandating anti-tobacco warnings and disclaimers on over-the-top (OTT) platforms. Concerns over the prevalence of tobacco imagery in media, including OTT platforms, prompted this decision due to its role in normalizing and glamorizing smoking, particularly among the youth. The Indian government aims to comprehensively address this issue and protect public health. This article reviews recent news articles on the developments in the 2023 amendments to Cigarette and other tobacco products act COTPA 2004 and relevant studies on the ill effects of tobacco imagery to form the viewpoint. To effectively implement the new order, clear guidelines, and standards need to be established. Additionally, comprehensive awareness and education campaigns should be launched, while strict monitoring and enforcement mechanisms must be implemented. Supporting research initiatives should evaluate the impact of the warnings, and multiple stakeholders should be involved in the decision-making process. India\u2019s commitment to protecting public health and curbing tobacco advertisements on OTT platforms necessitates clear guidelines, awareness campaigns, monitoring and enforcement mechanisms, research initiatives, and stakeholder engagement. This government order aligns with international public health frameworks and can serve as a precedent for other countries. By implementing these measures, we can counter the normalization and glamorization of tobacco use and create a healthier future.<\/jats:p>","DOI":"10.4103\/ijcm.ijcm_400_23","type":"journal-article","created":{"date-parts":[[2023,12,4]],"date-time":"2023-12-04T00:00:57Z","timestamp":1701648057000},"page":"811-813","update-policy":"https:\/\/doi.org\/10.1097\/lww.0000000000001000","source":"Crossref","is-referenced-by-count":1,"title":["Debunking Claims and Prioritizing Public Health: India\u2019s Bold Stand against Tobacco Imagery on OTT Platforms"],"prefix":"10.4103","volume":"48","author":[{"given":"Sonu","family":"Goel","sequence":"first","affiliation":[{"name":"Department of Community Medicine and School of Public Health, Post Graduate Institute of Medical Education and Research, Chandigarh, India"},{"name":"The School of Medicine, Faculty of Education and Health Sciences, University of Limerick, Ireland"},{"name":"Faculty of Human and Health Sciences, Swansea University, United Kingdom"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Srishti","family":"Nawani","sequence":"additional","affiliation":[{"name":"Department of Community Medicine and School of Public Health, Post Graduate Institute of Medical Education and Research, Chandigarh, India"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"276","published-online":{"date-parts":[[2023,12,1]]},"reference":[{"key":"R5-20260330","doi-asserted-by":"crossref","first-page":"351","DOI":"10.1016\/j.amepre.2009.12.025","article-title":"Effect of smoking scenes in films on immediate smoking","volume":"38","author":"Shmueli","year":"2010","journal-title":"Am J Prev Med"},{"key":"R6-20260330","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1136\/tobaccocontrol-2019-055360","article-title":"Tobacco imagery in on-demand streaming content popular among adolescents and young adults in India:Implications for global tobacco control","volume":"30","author":"Arora","year":"2020","journal-title":"Tob Control"},{"key":"R9-20260330","doi-asserted-by":"crossref","first-page":"218","DOI":"10.1136\/tobaccocontrol-2021-056629","article-title":"Changes in tobacco depictions after implementation of tobacco-free film and TV rules in Bollywood films in India:A trend analysis","volume":"32","author":"Nazar","year":"2023","journal-title":"Tob Control"}],"container-title":["Indian Journal of Community Medicine"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.ovid.com\/10.4103\/ijcm.ijcm_400_23","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,8,26]],"date-time":"2026-08-26T16:52:33Z","timestamp":1787763153000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.ovid.com\/10.4103\/ijcm.ijcm_400_23"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2023,11]]},"references-count":3,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2023]]}},"URL":"https:\/\/doi.org\/10.4103\/ijcm.ijcm_400_23","relation":{},"ISSN":["0970-0218","1998-3581"],"issn-type":[{"value":"0970-0218","type":"print"},{"value":"1998-3581","type":"electronic"}],"subject":[],"published":{"date-parts":[[2023,11]]},"assertion":[{"value":"2023-06-17","name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2023-08-14","name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}}]}}