The OTT players and Mobile Association of India (IAMAI) have joined hands in November 2020 to draft an implementation tool kit that will spell out manner in which a proposed self-regulation code for video-on-demand services will be applicable. This move follows after the government conveys that the self-regulation code curated by the IAMAI and adopted by nearly 15 OTT players is silent about the way the code will be implemented.

The self-regulation code issued by the IAMAI has mandated each online-curated-content-provider (OCCP) will set up a Consumer Complaints Department and/or an internal committee. In addition, there will be an advisory panel to deal with the complaints, appeals and escalations. This was not to the satisfaction of the government. The government felt the code lacked independent third-party monitoring. There is also no well-defined code of ethics. It does not spell out the prohibited contents adequately.

The IAMAI may take cue from the mechanism of Broadcasting Content Complaints Council (BCCC) and News Broadcasting Standards Authority (NBSA).