IAMAI readies ‘toolkit’ for self-regulation of OTT content

The over-the-top (OTT) sector, which has been facing a lot of flak in recent times over its content, has taken steps in the direction of bringing about self-regulation. As per media reports, the Internet and Mobile Association of India (IAMAI) has finalised as set of guidelines under its ‘implementation toolkit’.

Meanwhile, the Government has also taken steps for the self-regulation of content on OTT platforms.

It may be recalled that the OTT industry and IAMAI had come together in November 2020 to draft an implementation toolkit that would detail the manner in which a proposed self-regulation code for video on demand services would be applicable. The move came after the Government conveyed that the self-regulation code, curated by the IAMAI and adopted by nearly 15 OTT players, did not clearly specify the way it would be implemented.

According to a FICCI release, the self-regulation code issued by the IAMAI had mandated each OCCP (online curated content provider) to set-up a Consumer Complaints Department and/or an internal committee as well as an advisory panel to deal with complaints, appeals and escalations. However, the Government was not satisfied and had directed IAMAI to consider other regulatory models. The Government was of the view that the code lacked independent third-party monitoring. Besides, it does not have a well-defined code of ethics and fails to enunciate prohibited content adequately.