Online Curated Content Industry Announces Adoption of “Implementation Toolkit” in accordance with “Universal Self Regulation Code”

February 11, 2021 12:18 pm Published by


Seventeen (17) Online Curated Content Providers [“OCCPs”] are signatories

to the Universal Self-Regulation Code and the

Tool Kit aims to set out guiding principles and code of ethics for the reference of the Signatories


New Delhi, 11th February 2021: The Internet and Mobile Association of India (IAMAI) today announced the adoption of a comprehensive Implementation Toolkit (“Tool Kit”) which is in furtherance to the Universal Self-Regulation Code (“Code”) for Online Curated Content Providers (“OCCP”) that was put in motion on September 04, 2020. The core purpose of this “Tool Kit” is to provide for procedures to effectuate the various provisions of the Code; assist the signatories in fulfilling their commitments and responsibilities as set out in the Code; and to achieve effective self- regulation goals as envisioned by the signatories in the Code. Importantly, the effort of the Signatories, through this Tool Kit, is to also address feedback received from Ministry of Information and Broadcasting inter-alia, on the issues of conflict of interest and prohibited content.

The Code has been adopted by seventeen (17) leading Online Curated Content Providers in India. The present set of signatories include ZEE5, Viacom 18 (Voot), Disney+Hotstar, Amazon Prime Video, Netflix, SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama,

Shemaroo, Discovery Plus, Aha and Lionsgate Play. The Tool Kit is effective from 10 February 2021.

The all-inclusive “Implementation Toolkit” will assist signatories in seamless transition to self- regulation and guide them on various dimensions like:

  • Relevant laws of the land which will be adhered to by the signatories
  • Fair and transparent functioning of the grievance redressal mechanism, with escalation to an Advisory Panel with independent members
  • Training programs for creative and legal teams of OCCPs to enhance the knowledge and nuances of laws that govern content
  • Awareness programs for consumers to help increase understanding and use of age rating, content descriptor & parental controls
  • Implementation of a detailed audit and compliance mechanism

Amit Goenka, Chair, Digital Entertainment Committee, IAMAI said, “The Universal Self- Regulation Code, which is signed by the Country’s top video streaming services marks a watershed moment in the history of the online streaming industry. Today, with the adoption of ‘Implementation Toolkit’, it further strengthens our (OCCPs) commitment to augment consumer empowerment and creative excellence for the Indian entertainment industry to grow multifold. This Tool Kit amplifies all the critical points that were addressed in the Code signed last year and aims to address feedback received from the Ministry of Information and Broadcasting, particularly on strengthening the grievance redressal mechanism. It further sets out clear tentpoles that the OCCPs need to undertake to achieve a common goal of entertaining millions of Indians responsibly.”


Furthermore, IAMAI will constitute first of its kind ‘IAMAI Secretariat for the Code’ comprising of representatives of the signatories to the Code and IAMAI which will administer the implementation of the Code and the Toolkit. IAMAI aims to develop a process to seek periodic updates from the Signatories regarding their progress with respect to compliance with the provisions of the Code.




The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with ambitions of representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers, and in the last 16 years has come to effectively address the challenges facing the digital and online industry including mobile content and services, online publishing, mobile advertising, online advertising, ecommerce and mobile & digital payments among others.

Sixteen years after its establishment, the association is still the only professional industry body representing the online industry in India. The association is registered under the Societies Act and is a recognized charity in Maharashtra. With a membership of nearly 300 Indian and overseas companies, and with offices in Delhi, Mumbai, Bengaluru and Kolkata, the association is well placed to work towards charting a growth path for the digital industry in India.


For queries  please contact: Nilotpal Chakravarti, AVP, IAMAI /+91-98106-72906

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This post was written by AVIA PR