Uttar Pradesh New Social Media Policy, Key Features and Implications

The Uttar Pradesh government has recently introduced a groundbreaking social media policy, the Uttar Pradesh Digital Media Policy, 2024. This policy marks a significant shift in how the state engages with social media influencers and content creators. It introduces both substantial financial incentives and severe penalties for content deemed objectionable. In this detailed guide, we will explore the key features of the new policy, its implications, and the reactions it has generated.

U.P. Digital Media Policy

Approved by Chief Minister Yogi Adityanath’s Cabinet, the Uttar Pradesh Digital Media Policy aims to regulate and promote content on social media platforms while addressing concerns about offensive or anti-national content. The policy encompasses two main areas:

1. Financial Incentives for Influencers: The policy substantially rewards influencers who promote government schemes and achievements.
2. Penalties for Objectionable Content: It imposes severe consequences, including life imprisonment, for creating or disseminating content deemed anti-national, obscene, or objectionable.

Key Features of U.P. Digital Media Policy

The Uttar Pradesh Digital Media Policy, 2024, has been designed to achieve two main objectives:

1. Financial Rewards for Promoting Government Content: The policy provides a structured incentive system for influencers to create and share content about government initiatives.
2. Regulation and Penalties for Objectionable Content: It imposes severe penalties for content considered anti-national, obscene, or objectionable.

Advertising Opportunities for Influencers

Under the new policy, influencers and content creators can benefit from substantial financial rewards based on their engagement and platform. The policy classifies influencers into various categories, each with specific earning potential:

• X (formerly Twitter): Influencers on X can earn up to Rs 5 lakh per month for promoting government schemes and achievements.
• Facebook: Earnings on Facebook are capped at Rs 4 lakh per month.
• Instagram: Influencers on Instagram can make up to Rs 3 lakh per month.
• YouTube: The policy offers differentiated earnings based on the type of content:
  • Standard Videos: Influencers can earn up to Rs 8 lakh per month.
  • Shorts: Earnings can go up to Rs 7 lakh per month.
  • Podcasts: Creators can make up to Rs 6 lakh per month.
  • Other Content Types: Earnings are limited to a maximum of Rs 4 lakh per month.

The policy is designed to incentivize influencers to create and promote content related to government schemes and achievements across various social media platforms. By offering these rewards, the state aims to boost its digital presence and effectively communicate its initiatives to a broader audience.

U.P. Digital Media Policy Implementation and Administration

The U.P. Digital Media Policy involves several key implementation strategies:

• Agency and Firm Designation: Specific agencies or firms will be designated to manage advertisements and promotions related to government schemes. These entities will handle the creation and dissemination of content across social media platforms.
• Influencer Categorization: Influencers will be categorized based on their follower count and engagement levels, which will determine their eligibility for financial rewards. This categorization aims to streamline the distribution of incentives and ensure that content promotion is effectively targeted.

U.P. Digital Media Policy: Penalties for Objectionable Content

In addition to promoting government content, the policy addresses the regulation of objectionable content. It includes:

• Life Imprisonment: The most severe penalty under the policy, applicable to individuals creating or sharing anti-national, obscene, or otherwise objectionable content. This provision aims to deter the dissemination of harmful or destabilizing material.

The broad definition of objectionable content has sparked concerns about potential misuse. Critics argue that the policy could be used to suppress dissent and limit freedom of expression, especially if the definitions of anti-national or obscene content are not clearly defined.

U.P. Digital Media Policy: Reactions and Criticisms

The policy has garnered both support and criticism:

• Support: Advocates believe the policy will effectively promote government initiatives and enhance the state’s digital outreach. They argue that the financial incentives will encourage influencers to create high-quality content about government schemes.
• Criticism: Critics, including political figures and free speech advocates, have raised concerns about the potential for misuse. They worry that the broad and vague definitions of objectionable content could be used to stifle criticism and dissent. There are fears that the policy might undermine freedom of expression and lead to censorship.

U.P. Digital Media Policy UPSC

The Uttar Pradesh Digital Media Policy, 2024, represents a significant shift in the state’s approach to social media regulation and influencer engagement. By offering substantial financial incentives for content promotion and imposing severe penalties for objectionable content, the policy aims to enhance the state’s digital presence while controlling harmful material. However, its potential impact on freedom of expression and the clarity of content definitions remain contentious issues. As the policy is implemented, its effectiveness and implications will continue to be closely monitored.

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