Abstract: The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 mark a pivotal development in India’s regulation of digital streaming services. This article critically examines the impact of these rules on OTT (Over-The-Top) content platforms, analyzing the implications for creative freedom, accountability, user protection, and censorship. By establishing a three-tier grievance redressal mechanism and mandating compliance measures, the IT Rules aim to balance innovation and consumer interests with legal and cultural sensitivities. Legal debates persist regarding proportionality, content control, and privacy, making this regulatory shift a focal point in India’s evolving digital policy landscape.

Keywords: IT Rules 2021, OTT platforms, content regulation, censorship, creative freedom, digital media, grievance mechanism, India.