New Delhi: Under Uttar Pradesh’s new digital media policy, state authorities can withhold advertisement payments to a digital media platform or influencer if the content they post “showcases the government’s schemes in an incorrect manner or with ill-intent” or hurts sentiments of different sections of the society.
Additionally, platforms and pages that publish content on the arts and culture or development-related news of UP will be prioritised while allocating advertisements.
These are some of the features of The Uttar Pradesh Digital Media Policy, 2024. On August 28, the state’s principal secretary for information department Sanjay Prasad outlined the details of the policy in a 14-page note addressed to the director of the department.
The policy incentivises positive coverage about the government by social media influencers and digital platforms while threatening legal action against content that the government deems to be “objectionable” or violative of the Information Technology Act.
The new policy mandates legal action against digital platforms or influencers who upload “objectionable content” on sites such as Facebook, Instagram, X and YouTube.
On the other hand, it has made it lucrative for digital platforms as well as ‘influencers’ to propagate the “achievements” of the state government and promises them advertisements.
Under the policy, digital media platforms and influencers can earn up to Rs 8 lakh a month for video content that propagates the “achievements”, other development work and schemes of the government.
Even if a content creator, influencer or digital platform fulfils all conditions mandated for issuing of advertisements, payment may still be stopped to them if the government finds that the content, video, post, reel or tweet posted by them was “anti-national”, “anti-social”, hurt sentiments of different sections of society, was vulgar, based on incorrect information or showcased the government schemes in a wrong manner or with ill-intent.
Payments would be made on the basis of the views generated by the content creators, digital platforms, influencers and other account holders. However, these views would have to be “organic and genuine.”
Also, the advertisement payments would be made to creators only after ensuring that their content, other than the advertisements published by the, is based on the “social, governmental, spiritual, economic and cultural” topics of UP.
Under the new policy, the government will list agencies and firms for the purpose of providing advertisements in order to promote them for creating and displaying content, tweets, videos, posts and reels based on the “schemes and achievements” of the government on X, Facebook, YouTube and Instagram.
The state government has graded the pay scale of digital media account holders, operators and influencers on these platforms into four categories on the basis of their subscribers and followers.
Account holders of X, Facebook and Instagram can receive a maximum monthly payout of Rs 5 lakh, 4 lakh, 3 lakh or 2 lakh, depending on their reach. Similarly, those engaging in podcasts, videos and ‘shorts’ (short video clips) on YouTube would be able to earn a maximum sum of Rs 8 lakh per month or Rs 7 lakh, 6 lakh and Rs 4 lakh depending on their categorisation.
To qualify under category A of Facebook, a user would need to have a minimum of 10 lakh followers or subscribers. To qualify for the advertisements, they should have posted, over the last six months, 10 original videos or 20 original posts per month.
Other categories have similar monthly requirements. Under category B, a user would need at least 5 lakh subscribers or followers and post eight original videos or 16 original posts. Under category C, a user would need at least two lakh subscribers or followers and post six original videos or 12 original posts. Under category D, a user would require a minimum of 1 lakh subscribers and post five original videos or 10 original posts.
Users of Instagram and Twitter would have to fulfil similar monthly requirements:
Category A: five lakh followers or subscribers; 15 original videos or 30 original posts.
Category B: three lakh followers or subscribers; 12 original videos or 30 original posts.
Category C: two lakh followers or subscribers; 10 original videos and 20 original posts.
Category D: one lakh followers or subscribers; eight original videos or 15 original posts.
On YouTube, a category A user would need 10 lakh followers or subscribers and would need to upload 12 original videos per month. Category B users would need five lakh subscribers and would have to upload 10 original videos. Category C users would need two lakh subscribers and would have to post eight videos. Category D users would need a minimum of one lakh subscribers or followers and would need to post six videos.
The number of followers or subscribers a digital platform or influencer has would be inspected every three months, and if found that they exaggerated their reach, they would be paid accordingly.
The enlisting of a creator for advertisements can be cancelled by the government if it posts anything that is “objectionable” or violates the IT Act.
“Under no circumstances, should the content be indecent, obscene or anti-national,” Sanjay Prasad said in a statement.
The state information department also has the power to blacklist a digital platform or influencer if it refuses to publish the advertisements supplied by it (text, audi-visual, graphics or animation) or submits false information or undertakings.
To qualify under the policy, a user – digital media handle (personal pages), page, influencer, operator, account handler and content writer – must have been in existence for at least two years. While applying for enlistment, the user must also produce the digital media analytics report of the last six months along with an affidavit showing that they have no criminal case against them.
The government has said that its intention behind the policy was to reach out to as many people of UP living in and outside the state. Accounts run from both UP and outside it will be eligible.
The pages and accounts will receive advertisements according to the “requirement” and as per their “utility,” said the policy document.
Prasad said the policy was prepared to disseminate information about “various developmental, public welfare, beneficial schemes and achievements” of the state and its benefits to the people through digital media platforms and other similar social media platforms.
The policy would also increase the probability of the residents of the state who are residing in different parts of the country or abroad to be ensured of employment in large numbers, said Prasad in a statement on Tuesday.
