The Uttar Pradesh government has officially approved a new digital policy, as announced by Principal Secretary Sanjay Prasad. This policy, known as Digital Policy 2024, aims to incentivize the promotion of government initiatives through digital media, offering financial support in the form of advertising funds.
In response, the Congress party has criticized the policy, describing it as a clear attempt to take control of digital media. The UP government argues that social media influencers will benefit from this initiative, particularly those who primarily share content on platforms such as X, Facebook, Instagram, and YouTube.
Under this policy, individuals or firms that create content highlighting government schemes and achievements will be eligible for advertising funds. Influencers can potentially earn up to Rs 8 lakh per month from these advertisements.
Social media is categorized into four tiers based on the number of subscribers and followers. Influencers on X, Facebook, and Instagram can earn a maximum of Rs 5 lakh per month, while those on YouTube can earn up to Rs 8 lakh.
The Congress party has voiced strong opposition to this initiative, stating on the social media platform X that the UP government’s new scheme for social media influencers effectively rewards those who promote government work, while those who dissent may face repercussions. They argue that this represents an overt takeover of digital media by the government, raising concerns about its implications for democracy.
