UP Government Offers 8 Lakhs to Influencers in New Social Media Policy
The UP government has approved a new digital media policy to promote its policies through social media influencers, sparking political controversy.
On 28th August 2024, the Uttar Pradesh State Cabinet approved the Uttar Pradesh Digital Media Policy, 2024, aiming to use social media platforms to promote government policies, schemes, and achievements. This new policy focuses on appointing digital influencers and social media agencies to spread government content widely.
Key Features of the Policy:
- The UP government will hire social media agencies, content writers, and digital marketing companies to handle their promotions while following the IT Act.
- Influencers on platforms like X (formerly Twitter), Facebook, Instagram, and YouTube will be engaged to share content related to government policies and achievements.
- Citizens will also have the opportunity to earn money by promoting government content on their social media accounts.
Categories and Payment Structure:
- Influencers and account holders on platforms like X, Facebook, and Instagram will be divided into four categories (A, B, C, D) based on their followers and engagement. Payments will range from ?2 lakhs to ?5 lakhs per month.
- YouTubers and vloggers will also be categorized similarly, with payments ranging from ?4 lakhs to ?8 lakhs per month, depending on their subscribers and average views.
Every three months, the government will check the number of followers and subscribers to adjust payments and categories accordingly. Refusal to post government ads could lead to blacklisting.
Content Regulation and Punishments:
The policy allows the UP government to regulate social media content. Any posts or shares considered anti-national, obscene, or objectionable can lead to strict legal action, including fines and jail terms for the account holders or influencers involved.
Political Reactions:
The approval of this policy has sparked political controversy. The Samajwadi Party leader, Akhilesh Yadav, criticized the policy, calling it a "bribe" from the BJP. He accused the government of trying to create influencers who would always support the ruling party and cover up any mistakes, especially after the BJP's poor performance in the recent Lok Sabha elections.
This new policy is expected to reshape how government information is shared online, but its impact and fairness are already being questioned by opposition parties.
