The Uttar Pradesh government, led by Yogi Adityanath, has unveiled a groundbreaking social media policy designed to regulate online content while offering lucrative incentives for influencers. The Uttar Pradesh Digital Media Policy, 2024, recently approved by the state cabinet, is set to reshape how social media platforms like Facebook, Instagram, YouTube, and X operate within the state.
The newly established policy not only sets guidelines for social media content but also incentivizes influencers to promote state government schemes. Under this policy, influencers stand to earn significant sums for their promotional efforts, with potential earnings reaching up to ₹8 lakh per month.
Strict Penalties for ‘Anti-National’ Content
The policy imposes severe consequences for those posting ‘anti-national’ content. Such posts are classified as serious offenses, punishable by imprisonment ranging from 3 years to life. Additionally, those sharing obscene or defamatory material online may face criminal defamation charges initiated by the government. This stringent approach underscores the administration’s commitment to maintaining a positive digital environment.
Minister Sanjay Nishad commented on the policy’s implementation, stating, “Today, policy is being made for social media, Instagram… Now they will be regulated and they will also be given advertisements. A lot of policies have been made…“
Influencers to Benefit from New Financial Incentives
A key feature of the Uttar Pradesh Digital Media Policy, 2024, is the financial reward system for influencers. The policy designates a digital agency named ‘V-Form’ to oversee advertising operations. V-Form will be responsible for managing the display of various online content, including videos, tweets, posts, and reels.
Influencers will be classified into four categories based on their subscriber and follower counts, with corresponding payment structures. Influencers on platforms like X, Facebook, and Instagram will be remunerated up to ₹5 lakh, ₹4 lakh, and ₹3 lakh per month, respectively.
For YouTube influencers, the payment caps vary according to the type of content produced. Those creating regular YouTube videos can earn up to ₹8 lakh per month. Influencers producing short films, podcasts, and other content types will receive payments of up to ₹7 lakh, ₹6 lakh, and ₹4 lakh, respectively.
The Uttar Pradesh Digital Media Policy, 2024, represents a significant shift in the regulation and incentivisation of social media content within the state. By offering substantial financial rewards and imposing strict penalties, the policy aims to promote positive engagement while curbing harmful online content. As influencers adjust to these new guidelines, the policy is likely to have a notable impact on how social media platforms are used in Uttar Pradesh.
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