Netflix pulls back rules after massive backlash

WASHINGTON: Streaming giant Netflix has removed a controversial plan to block password sharing by requiring trusted devices to log in at the primary location once a month, and instead opted for periodic device verification.

Earlier this week, the streamer detailed plans to prevent people from accessing its service free through someone else’s account. The rules — which included a requirement that users must verify the devices they watch on at least once every 31 days — were trashed by angry customers who accused Netflix of being heavyhanded with subscribers. Many questioned how household members living apart for extended periods would be able to use Netflix, while others threatened to cancel their accounts and turn to pirated media instead.

Since the backlash began, Netflix removed the guidelines from its site on the US and elsewhere just days after they first appeared online, reported The

Verge. The streamer claimed the measures were posted by accident, and that it would notify users of any major updates before their implementation.

Netflix spokesperson Kumiko Hidaka said in a statement given to The Verge, “For a brief time on Tuesday, a help center article containing information that is only applicable to Chile, Costa Rica, and Peru, went live in other countries. We have since updated it.”

Netflix’s help centre page for India states, “When a device outside of your household signs in to an account or is used persistently, we may ask you to verify that device before it can be used to watch Netflix...As long as the device being used to watch Netflix is using the internet connection in the primary account owner’s household, we will not require verification,” which does not address how it plans to handle users willing to share verification codes with those borrowing their passwords.