India, Nov. 6 -- During last fortnight's India versus New Zealand cricket match, a condom brand ran several ads on over-the-top (OTT) video streaming service Sony LIV in the day, sparking a debate on whether these should have been carried given that families with young children were watching the game together. A brand consultant pointed out that in 2017 the Information and Broadcasting ministry had barred suggestive condom ads on television before 10 pm.

Although the rule has been applicable for TV, times have changed since then, and streaming has become widespread. Live sports is watched not just on satellite TV but by millions on apps like Sony LIV and JioHotstar, often together on inter-enabled smart TVs also called a connected TV (CT...