Internet and Mobile Association of India (IAMAI), in a statement, has stated that a ‘Universal Self- Regulation Code’ has been adopted by online content providers-Netflix, Amazon, Prime Video, Disney Hotstar, and 12 others. As a part of this Code, the players will set up structured grievance redressal and escalation mechanism for users.
At present, Zee5, Viacom 18, Disney Hotstar, Amazon Prime Video, Netflix, MX Player, Jio Cinema, Eros Now, AltBalaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, and Flickstree are a part of those signatories.
The code will be in effect from August 15th and will allow OCCPs to comply with all the guidelines in a time-bound manner.
As a part of the grievance redressal mechanism, each signatory to the code has agreed to appoint an external advisor within 60 days from September 4.
IAMAI stated that the goal of this industry-wide effort is to empower consumers with information and tools to assist them in making an informed choice with regard to viewing decisions for them and their families, while at the same time, nurturing creativity and providing creators with the freedom to tell the finest stories.
It is worth noting that the Code, intends for India to be one of the most dynamic and fastest-growing entertainment industries in the world and discussions have been doing rounds in various quarters around the need for regulation in the content streaming space.
Under the aegis of IAMAI, last year itself, Netflix, Hotstar, and a clutch of other streaming services had also voluntarily signed a self-regulatory code. As a part of the code, they vowed they would not show content that disrespects the national emblem or flag, promotes terrorism, or outrages religious sentiments of any community.
Online Content streaming platforms have seen significant growth in the Indian market. Amidst the pandemic, the growth only grew further and, since a large number of people continue to remain indoors, IAMAI, in order to give consumers more choice and control, the Code includes a framework for age classification and content descriptions for titles as well as access control tools.
The statement further stated that the code also introduces a clear, transparent, and structured grievance redressal and escalation mechanism that will be used for reporting non-compliance with the prescribed guidelines.
Each player will set-up a Consumer Complaints Department and/or an internal committee as well as an advisory panel that will deal with complaints, appeals, and escalations as a part of this mechanism.
A minimum of three members will be present in the advisory panel including an independent external advisor and two senior executives of the respective OCCP.
It is worth noting that most of the major streaming services have adopted the Code.
