The Media Content Regulatory Program (MCRP) is a pioneering advocacy initiative by TRAX aimed at promoting responsible and road safety-compliant content across television, digital platforms, print media, films, and advertising. Recognizing the powerful influence of media on public behavior, TRAX advocates for the portrayal of safe and lawful road user practices, ensuring that advertisements and visual content do not normalize or encourage unsafe behaviour such as riding without helmets, seat belts, or violating traffic regulations.

As part of this initiative, TRAX has submitted representations to the Hon’ble Supreme Court Committee on Road Safety, urging the formulation and enforcement of guidelines that discourage the depiction of unsafe road behaviour in media content. The organization has also actively engaged with the Advertising Standards Council of India (ASCI), recommending the inclusion of road safety compliance within advertising standards to ensure that all visual and print advertisements promote responsible road user behaviour.

Through continuous policy advocacy, stakeholder consultations, and collaboration with regulatory bodies, media agencies, advertisers, and content creators, MCRP seeks to establish a culture where every form of public communication reinforces safe mobility practices. The initiative aims to transform media into a powerful tool for behavioural change, encouraging millions of viewers to adopt safer road habits while supporting national road safety objectives.