UP Govt’s New Social Media Policy 2024 Shocks Influencers: Harsh Penalties and Big Opportunities
UP Govt’s New Social Media Policy hits hard: Harsh penalties for posts but huge payouts for influencers. Are you ready to cash in or be silenced?
The UP Govt’s new social media policy has introduced a series of measures that could change how social media operates in the state. The UP government has approved a new Uttar Pradesh Digital Media Policy, 2024. It not only seeks to regulate content but also incentivizes influencers to promote government schemes. This dual approach of rewards and penalties has sparked significant discussion. Differing views can be seen among social media users, influencers, and political observers.
UP Govt’s New Social Media Policy: Tough Penalties for Objectionable Content
The UP Govt’s new social media policy introduces stringent measures. It is to control the type of content shared on social media platforms. Under this policy, anyone who posts that is deemed “objectionable” content could face serious actions. The term “objectionable” encompasses a broad range of content. It includes anything indecent, obscene, or anti-national. If such content is identified, the policy empowers the state’s Information Department. It gives them the authority to take legal action against the perpetrators. This could result in fines, legal battles, and even imprisonment. It will depend on the severity of the offence of the individual or agency.
The primary goal behind these tough measures is to create a digital environment. A digital space that aligns with the state’s values and promotes positive content. But, this has raised concerns among critics. They are arguing that the policy could be used to suppress freedom of speech. The vague nature of what forms “objectionable content” has many loopholes. The policy might be used to target those who criticize or oppose the government. The opposition has been vocal in questioning their concerns as soon as possible. They are asking whether anti-government comments might be unfairly labelled as anti-national under this policy.
Significant Financial Opportunities for Influencers
The UP Govt’s new social media policy imposes strict regulations. It also opens up significant financial opportunities for social media influencers. The policy introduces a structured payment system. Influencers can earn between ₹2 lakh and ₹8 lakh per month by promoting government schemes. This initiative is part of the state government’s broader strategy to use social media as a tool for disseminating information about its various programs and achievements.
The amount influencers can earn is directly tied to their follower count and the number of views their content generates. Influencers on platforms such as X (formerly Twitter), Instagram, YouTube, Facebook, etc., stand to benefit the most from this policy. The payment limits are different for each platform. Influencers on X, FB, and Instagram will be able to earn up to ₹5 lakh, ₹4 lakh, and ₹3 lakh per month, respectively. YouTube influencers, particularly those who create video content, have the highest earning potential. Their payment limits reach up to ₹8 lakh.
UP Govt’s New Social Media Policy: Detailed Influencer Categorization
The UP Govt’s new social media policy categorizes influencers into four groups. This is based on their follower count and subscriber numbers. This categorization plays a crucial role. It will help in determining how much each influencer can earn by promoting government content. Payments are not solely based on follower count. It will also be considered the number of views that the influencer’s content receives. This ensures that the most engaging and widely viewed content is appropriately rewarded.
- Category A: This group includes top-tier influencers with the highest follower counts and views. These influencers can earn up to ₹8 lakh per month.
- Category B: Influencers in this category have a slightly lower follower count. They can still earn up to ₹7 lakh per month.
- Category C: This group includes mid-tier influencers who can earn up to ₹6 lakh per month.
- Category D: The lowest category still offers a significant earning potential. Influencers can be eligible to earn up to ₹4 lakh per month.
This structured approach encourages influencers to focus on creating high-quality, engaging content. Their content should be able to effectively promote government initiatives. It also ensures that payment is linked to the actual impact of the content, rather than just the influencer’s popularity.
UP Govt’s New Social Media Policy: Role of the Digital Agency ‘V-Form’
To effectively manage the distribution of advertisements and payments, a further step has been taken by the government. The UP Govt’s new social media policy has appointed a digital agency named “V-Form.” It is tasked with overseeing the entire process of promoting govt schemes across various platforms. V-Form handles creating and sharing videos, posts, tweets, and reels that align with the policy’s guidelines. The agency also plays a critical role in monitoring content. It is to ensure compliance with the policy’s standards.
If any content is found to violate the policy, V-Form has the authority to stop payments. They will also recommend legal action against the content creator. This adds a layer of accountability. This will ensure that all promotional content is in line with the state’s objectives and regulations.
UP Govt’s New Social Media Policy: Policy Implementation and Public Reaction
The UP Govt’s New Social Media Policy is set to be implemented as soon as the necessary rules are established. This policy has generated a mix of reactions from different segments of society. Supporters argue that it will help promote transparency. This will also keep the public well-informed about the government’s initiatives. UP government will be using social media to share information about government schemes. With this, the state hopes to engage with a broader audience and foster a more informed citizenry.
But, critics of the policy are concerned that it could lead to censorship and suppress dissenting voices. The policy’s implementation will be closely monitored. It could have far-reaching implications. It will not just affect UP but for other states considering similar regulations. The challenge for the UP government will be to strike a balance. They need to balance between promoting government initiatives and protecting freedom of expression.
Opposition’s Concerns and Government’s Response
The UP Govt’s New Social Media Policy has not been without its critics. Opposition parties have expressed concern that the policy could be used to stifle free speech. They can target those who criticize the government. Senior Congress leader Pawan Khera has been particularly vocal in questioning the policy’s guidelines. He asked whether anti-government comments would be considered anti-national. He has also questioned whether the definition of “offensive comments” could be used to suppress dissent.
In response to these concerns, Shishir Singh, the Director of Information, clarified that the policy. He explained that the policy does not directly impose punishments. Instead, it authorizes the Information Director to initiate legal action under existing laws. Actions will be taken against any content deemed anti-national, anti-social, or indecent. Legal actions could include:
- Filing FIRs
- Deleting the offending post
- Revoking the content creator’s empanelment, etc.
Payment Structure Across Social Media Platforms
The UP Govt’s new social media policy provides a detailed payment structure. It is based on different types of content across social media platforms. The payment limits are designed to ensure that influencers are fairly compensated for their work.
• X, Facebook, and Instagram: Influencers on these platforms can earn up to ₹5 lakh, ₹4 lakh, and ₹3 lakh per month, respectively. For written posts on these platforms, payments are set at ₹10,000, ₹8,000, ₹6,000, and ₹5,000 per post. This will depend on the influencer’s category. The maximum monthly earnings are capped at ₹50,000, ₹40,000, ₹30,000, and ₹20,000, respectively.
• YouTube: This platform offers the highest payment limits. Influencers can earn up to ₹8 lakh per month for video content. Payments for YouTube content are ₹1 lakh per government-provided video advertisement. ₹2 lakh for original content created by the influencer based on government-provided topics. The most monthly earnings for YouTube influencers are set at ₹8 lakhs, ₹7 lakhs, ₹6 lakhs, and ₹4 lakhs. This will also depend on the influencer’s category.
This payment structure reflects the government’s commitment to using social media as a tool. It will be used for transparent communication and public engagement. By incentivizing influencers, the government aims to extend its reach and connect with a wider audience. This will ensure that its messages are effectively communicated.
Conclusion: Balancing Regulation and Freedom
The UP Govt’s new social media policy represents a significant shift. This will change how social media is regulated and used for government communication. It offers large financial incentives for influencers who promote government schemes. However, it also imposes strict rules that could potentially limit freedom of expression. The success of this policy will largely depend on its implementation. It will depend on whether it can balance these competing interests.
As the Uttar Pradesh government prepares to roll out this policy, all eyes will be on how it affects the state’s digital landscape. The potential for both positive and negative outcomes makes this policy one of the most closely watched developments. This is one of the biggest additions to India’s social media space. If implemented effectively, the policy could set a new standard. This will change how governments engage with the public through digital platforms. But, if misused, it could lead to increased censorship and a chilling effect on free speech. The coming months will be crucial in determining the long-term impact of the UP Govt’s New Social Media Policy.
