In an effort to reach a larger audience, youthful producers are creating content for social media and music platforms. However, some of this information is in violation of the Tobacco Control Act 2021 and the BICMA’s stringent requirements. According to a letter sent to the artist, BICMA recently took action against a music video that glamorized smoking and promoted a cigarette brand. BICMA reiterated its zero-tolerance attitude, warning that any social media content that promotes or glorifies alcohol, tobacco, or other dangerous drugs is a clear violation of our guidelines. Local authorities may enforce penalties for non-compliance and demand that content be removed right away. For this reason, no content that promotes gambling of any type or alcohol, tobacco, narcotics, or other intoxicating substances is allowed.
The Tobacco Control Act of Bhutan 2021 is violated by such content, according to the BFDA. Additionally, it forbids supporting or funding activities like parties that promote tobacco use. They also stated that media portraying drinking or smoking might result in penalties of Nu 35,000 or more. The work of content creators reaches audiences of all ages, and authorities emphasize the important influence of young influencers. They caution that videos with false contents may have a detrimental effect on young viewers. BICMA intends to work with the Department of Media, Creative Industry, and Intellectual Property to improve media and digital literacy in order to address these problems. Additionally, public awareness efforts are being created to teach users how to behave responsibly online, identify offensive information, and report infractions.