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Govt Disables 50 OTT Platforms Over Obscene Content Violations

The Government has disabled 50 OTT platforms over the past two years for displaying obscene content and violating provisions of the IT Act and other laws, while outlining measures to strengthen online safety.

MM Desk by MM Desk
July 23, 2026
in Media
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Digital Policy, Cyber Security, OTT Platforms, Content Moderation, IT Rules, Online Safety, Data Protection, Internet Regulations, Digital Education, Cyber Hygiene

The Government has disabled 50 OTT platforms for public access in India over the last two years for displaying obscene content and violating Sections 67 and 67A of the Information Technology Act, Section 294 of the Bharatiya Nyaya Sanhita (BNS), and Section 4 of the Indecent Representation of Women (Prohibition) Act, Union Minister Ashwini Vaishnaw has informed Parliament.

As per media reports, Vaishnaw has made the disclosure in a written reply to Lok Sabha member Sambit Patra. In a separate written response to Lok Sabha member Rajabhau Parag Prakash Waje, Minister of State for Information and Broadcasting and Parliamentary Affairs L. Murugan has said that the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules have been notified to establish an institutional mechanism for publishers of current affairs content on digital media and OTT platforms.

The Government has also reiterated that Section 79(3)(b) of the IT Act has empowered authorities to notify intermediaries to remove or disable access to unlawful content.

Vaishnaw has further said that recent amendments to the IT Rules have required social media platforms and other intermediaries to remove unlawful content within three hours of receiving a court order or a reasoned intimation from the government or its authorised agency.

On online safety measures, the Minister has said that the Digital Personal Data Protection Act has established a legal framework for processing digital personal data and safeguarding children’s privacy online, while the Promotion and Regulation of Online Gaming Act has addressed concerns related to digital addiction and financial harm among young users.

He has also stated that the Economic Survey 2025-26 has identified digital addiction as a serious public health challenge affecting children and youth, particularly those aged between 15 and 29 years.

Vaishnaw has added that the Government has implemented the Information Security Education and Awareness (ISEA) project to strengthen information security skills and promote cyber hygiene. Under the initiative, 6,650 workshops have been conducted across the country, covering more than 11.37 lakh participants. The Government has also published multilingual handbooks, short videos, posters, brochures and children’s educational material to spread cyber safety awareness.

The Minister has said that CERT-In has regularly shared safety tips, awareness posters, infographics and videos through its official website and social media channels to educate internet users about cyber security threats, online fraud and child online safety. He has also noted that the Ministry of Education issued the PRAGYATA Guidelines on Digital Education in July 2020 to promote safe online learning, while CBSE and NCERT have contributed to developing and disseminating related resource materials.

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

Consumers Are Our Biggest Advertisers: Pernod Ricard India’s Debasree Dasgupta On Surrogate Advertising

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