Dorji Choden

As social media and music platforms grow in popularity, young creators are producing content to reach wider audiences. However, some of this content violates the strict regulations of the Bhutan InfoComm and Media Authority (BICMA) and the Tobacco Control (Amendment) Act 2021.

BICMA recently took action against a music video that promoted a cigarette brand and glamorized smoking, as stated in a letter issued to the artist.

Reiterating its zero-tolerance policy, BICMA warned: “Content advertising or glamorising alcohol, tobacco, or other harmful substances on social media directly contravenes our rules. We require violators to remove the content immediately and may impose sanctions for non-compliance.”

The clause 2.4.6 b of the BICMA Rules and Regulations on Content reads: “No content shall be permitted to advertise alcohol, tobacco, drugs, other intoxicating materials or gambling of any kind.”

The Bhutan Food and Drug Authority (BFDA) also noted that such content violates the Tobacco Control Act of Bhutan 2021.

The Tobacco Control (Amendment) Act 2021 prohibits the advertisement, sale, and distribution of tobacco products through various media. It also bans promoting or sponsoring events such as various gatherings that encourage tobacco consumption.

They added that media content showing smoking or alcohol consumption are subject to fines Nu 35,000 and more.    

A rising artist, Zimba, whose video was recently removed by BICMA, said, “Our video wasn’t meant as an advertisement. It was a creative concept, and since YouTube is an international platform, I assumed it adhered to global regulations. I didn’t realise it violated our laws.”

He argued that creators, as public figures, do not intend to encourage harmful behaviours among the youth, emphasising that it is up to individuals to interpret content responsibly.

However, authorities underline the significant influence of youth influencers and content creators, whose work reaches audiences of all ages. They warn that misleading messages in videos could negatively impact young viewers, who often look up to these creators as role models.

To tackle these issues, BICMA plans to collaborate with the Department of Media, Creative Industry, and Intellectual Property (DoMCIIP) to enhance media and digital literacy.

Public awareness campaigns are also being developed to educate users on responsible online behaviour, recognising inappropriate content, and reporting violations.