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I said it weeks ago in exchange4media. Sleaze disguised as “bold storytelling” was quietly but steadily eroding the Indian entertainment industry. Vulgarity was being monetized and engagement gamed, and platforms meant to democratise content were instead becoming delivery vehicles for cheap gratification.
Now, finally, the government has had its final say. 25 OTT platforms — including Ullu, ALTT, Desiflix, MoodX — have been banned for streaming obscene, exploitative content. To that, I say: not a moment too soon. This is not censorship. This is cultural correction.
These platforms didn’t stumble into controversy; they built their models around it. With softcore thumbnails, scriptless storytelling, and an open obsession with sexual innuendo, they weren’t creating entertainment — they were fuelling digital addiction. This wasn’t about art or storytelling; it was about capitalising on base instincts for clicks. Low-cost productions, targeted distribution in Tier 2 and 3 towns, and a steady stream of suggestive content made it profitable. Not creative expression — commerce at its worst.
Let’s also not pretend platforms and algorithms were innocent. They helped push this content to the top. From app store rankings to “recommended for you” feeds, the system didn’t just enable this but amplified it. It introduced viewers to an enticing digital rabbit hole, one that kept them virtually captive.
And the brands? Many were right there, placing ads, chasing eyeballs, ignoring context. When you fund filth, you're part of it. The same goes for influencers who promoted or featured in this content, using their followings to legitimise what was essentially soft porn with subtitles.
The truth is, self-regulation and monitoring failed. These platforms treated rules like suggestions. When warnings came, they simply rebranded or shifted domains. The IT Rules meant nothing without enforcement. What was needed — and what’s finally begun — is action with teeth.
The signs were visible long ago. Back in 2008, a high-profile television retelling of the Mahabharata stirred controversy not for its narrative, but for how it presented revered characters: styled with tattoos, muscular abs, and fashion-model aesthetics. Draupadi looked like a soap opera star; the Pandavas like gym brand ambassadors. The focus wasn’t myth or message; it was shock and sheen.
What we’re seeing now on OTT isn’t new — it’s just louder, bolder, and algorithmically amplified. The formula hasn’t changed. Only the screen size has.
The ban is only a start. We now need a complete framework:
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Independent, enforceable content grading across digital platforms
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Permanent, public tracking of takedown violations
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Advertiser responsibility and transparency in media buying
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Legal prosecution for serial offenders who treat bans as speed bumps
India should take note of what’s happening globally. In July 2025, the UK formally enforced its Online Safety Act, mandating strict age verification for websites hosting pornographic or harmful content. Platforms must authenticate user identity or face fines up to £18 million or 10% of global turnover. Even influencers and advertisers fall under its scope.
This isn’t just compliance — it’s consequence. A global signal that platform impunity is no longer acceptable. And the UK is not alone. In the United States, 19 states including Texas, Utah, and Louisiana have passed laws requiring age verification on adult sites. In France, platforms like Pornhub were blocked after failing to comply with mandatory checks. The EU’s Digital Services Act allows fines up to 6% of global revenue for failing to protect minors. Canada is now debating legislation that would criminalise platforms for exposing underage users to explicit content.
This global clean-up is proving effective. And India cannot afford to remain passive.
Some have criticised the government’s action as politically motivated. Congress MP Rajeev Shukla labelled the ban “wrong,” calling it an attack on freedom of expression. He suggested platforms critical of the government were being unfairly targeted.
But let’s be clear: this isn’t about silencing dissent — it’s about dismantling degradation. This isn’t a strike against ideas. It’s a strike against exploitation. We must ask: Are we defending free speech or protecting a business model built on addiction, manipulation, and soft-core monetisation?
Creators and platforms that prioritise long-term brand value over short-term virality should be supported, not buried under the noise of outrage-driven media. There is still an audience for craft, for restraint, for depth. It’s just been suffocated under the algorithmic flood of vulgarity.
Audiences too must play a role. Viewership is a vote. Engagement is a reward. And if we keep feeding the beast of low-effort, hyper-sexualised content, we’ll lose not just art — we’ll lose attention spans, empathy, and emotional literacy.
It’s not about being conservative. It’s about being conscious.
With 25 OTT apps banned, the government has drawn a line in the sand. But unless platforms, influencers, and advertisers are held accountable too, this clean-up is far from complete. This ban is a turning point. A message to everyone in the ecosystem:
If your business model is built on titillation, manipulation, and moral shortcuts — your time is up.
The rot was real. Now let’s make sure it doesn’t return under a different name, on a different app, wearing a different mask.
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
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