Uttar Pradesh Digital Media Policy: Influencer Incentives and Scheme Promotion

The Uttar Pradesh government has introduced the Digital Media Policy, 2024, which incentivizes social media influencers to promote state initiatives, schemes, and achievements through various online platforms. This policy aims to enhance the visibility of government projects and create employment opportunities within the state.

Policy Details

 The new policy, approved by the Uttar Pradesh Cabinet, provides for a structured payment scheme for influencers based on their social media presence. Influencers can receive up to ₹8 lakh per month depending on their platform and category:

• X, Facebook, Instagram: Payments of ₹5 lakh, ₹4 lakh, ₹3 lakh, and ₹2 lakh.
• YouTube Videos, Shorts, and Podcasts: Payments of up to ₹8 lakh, ₹7 lakh, ₹6 lakh, and ₹4 lakh.

Implementation

Agencies and firms will be enlisted to manage and distribute advertisements, ensuring that content promoting government schemes and achievements is effectively created and shared. This initiative is expected to foster employment and engage the digital community in promoting state projects.

Criticism

 The policy has faced criticism from opposition parties, who argue that influencer promotions cannot alter the public perception of the government, especially in the context of upcoming elections. They claim that no amount of digital advocacy can prevent the government from facing potential defeat.

Regulations

The policy also includes guidelines for regulating content. Anti-national, defamatory, and obscene content is considered a serious offense, with penalties ranging from three years to life imprisonment.

Uttar Pradesh: Key Points