Streaming giants Netflix, Amazon and Disney on Friday privately discussed a possible legal challenge and other ways to stall India's new tobacco warning rules, amid fears they will need to edit millions of hours of existing web content, sources said.
The pushback is the latest headache for streaming giants in India, a top growth market. Companies often face legal cases and police complaints their content sometimes hurt religious sentiment, and many have self-censored content over the years.ordered streaming platforms should within three months insert static health warnings during smoking scenes. Also, India wants at least 50 seconds of anti-tobacco disclaimers, including an audio-visual, at the start and in the middle of each program.
said the rules would hit customer experience and push production houses to block their content in India, according to two sources familiar with the discussions. The companies, and India's health ministry, did not respond to a Reuters request for comment. Reuters is first to report the industry's planned pushback.
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