The Uttar Pradesh government’s Digital Media Policy, 2024, offers influencers up to ₹8 lakh monthly to promote state schemes, while imposing strict penalties, including life imprisonment, for “anti-national” or objectionable content. Approved by CM Yogi Adityanath’s cabinet, the policy aims to boost outreach but has drawn criticism from opposition parties for allegedly curbing freedom of expression and misusing public funds.
Uttar Pradesh’s Digital Media Policy: Incentives and Controversies
The Uttar Pradesh government, led by Chief Minister Yogi Adityanath, has rolled out the Uttar Pradesh Digital Media Policy, 2024, aimed at leveraging social media influencers to amplify its developmental and welfare schemes. [Visit Aicalculator.in]Approved on August 27, 2024, by the state cabinet, the policy offers substantial financial incentives to influencers and digital platforms for creating content that promotes the state’s achievements. However, it has ignited a heated debate due to its stringent regulations on content deemed “objectionable” or “anti-national.”
Under the policy, influencers on platforms like X, Facebook, Instagram, and YouTube can earn up to ₹8 lakh per month, depending on their follower count and content type. For instance, YouTube creators producing videos can receive up to ₹8 lakh, while those creating shorts or podcasts are eligible for ₹7 lakh and ₹6 lakh, respectively. On X, Facebook, and Instagram, monthly payouts are capped at ₹5 lakh, ₹4 lakh, and ₹3 lakh, respectively, based on four categories determined by subscriber or follower numbers. A press note by Principal Secretary Sanjay Prasad emphasized that the policy aims to “disseminate information about various developmental, public welfare, beneficial schemes, and achievements” to residents within and outside Uttar Pradesh.
The policy mandates that content creators, agencies, or firms must have been active for at least two years and provide a six-month analytics report to qualify for empanelment. A designated agency, V-Form, will handle advertisement distribution, ensuring content aligns with the state’s “social, governmental, spiritual, economic, and cultural” themes. Payments are contingent on organic views, and the government can withhold funds if content is deemed to misrepresent schemes or is posted with “ill-intent.”
However, the policy’s punitive measures have raised alarms. It stipulates legal action, including imprisonment ranging from three years to life, for content labeled as “anti-national,” obscene, or defamatory. This has led to accusations from opposition parties, including the Samajwadi Party and Congress, who argue that the policy is a veiled attempt to suppress dissent. Samajwadi Party’s media cell posted on X, “The BJP/Yogi government has brought a provision to give lakhs of rupees of public money to those who falsely praise the government and to give jail/life imprisonment to those who raise public problems on social media.” Congress leader Pawan Khera questioned the definition of “anti-national” content, suggesting the policy could be a “backdoor” attempt to enforce censorship after the withdrawal of the controversial Broadcast Bill, 2024.
BJP spokesperson Rakesh Tripathi defended the policy, calling it an “innovative move” to create jobs and curb misinformation. He stated, “The Yogi Adityanath government moves forward with innovations. The digital media policy will create new jobs. Those who spread rumours on social media will face strict punishment.” The government claims the policy will enhance employment opportunities for UP residents, particularly those living outside the state.
The policy has also sparked online debates among influencers. YouTuber Dhruv Rathee labeled it “legalized bribery,” arguing that it uses taxpayer money to fund government propaganda. In contrast, Gaurav Taneja, another prominent YouTuber, defended the initiative, comparing it to traditional media’s acceptance of government advertisements. The clash has fueled discussions on the ethics of influencer marketing and freedom of expression.
Critics, including AIMIM MP Asaduddin Owaisi, have accused the government of using public funds to bolster its image while stifling criticism. Owaisi posted on X, “To cover up its failures, Yogi Adityanath has started a new scheme. Under this scheme, one can earn up to 8 lakh rupees by falsely praising Baba on social media.” Digital platform operators like Santosh Singh of Times of Swaraj argued that the policy aims to create a favorable narrative for the government amid rising social media scrutiny.
As Uttar Pradesh navigates this new digital landscape, the policy’s balance between incentivizing promotion and regulating content continues to polarize opinions, with implications for both influencer culture and freedom of speech in India’s most populous state.
Disclaimer: This article is based on reports and information available from various news sources, including The Wire, Hindustan Times, The Economic Times, India Today, and posts on X. The information reflects the current sentiment and policy details as of August 2024. All India Press does not endorse or verify the accuracy of individual claims made by cited sources.