Taking cognisance of the growing spectre of digital and social media in the government publicity outreach, the Yogi Adityanath dispensation 2.0 has come out with Uttar Pradesh Digital Media Policy 2024.
Under the policy, the state would give advertisements to eligible visual and digital media firms and influencers active on popular social media platforms of X (formerly Twitter), Facebook, Instagram and YouTube.
The actual payment would be determined on the basis of subscribers and followers commanded by these firms and social media influencers.
However, the policy also has stringent provisions to book those posting derogatory/indecent, vulgar and anti-national content on social media.
The new policy was approved in the UP cabinet meeting held under the chair of chief minister Yogi Adityanath on Tuesday.
The policy will aid the government in disseminating, through the vehicles of social and digital media, vital information about public and social welfare schemes, and the benefits accruing to people.
Moreover, the policy is also aimed at creating jobs for the local youth and digital startups.
The empanelled social media firms and agencies will be given ads to display/relay content, videos, tweets, posts and reels encapsulating the various UP government schemes and achievements on X (Twitter), Facebook, Instagram and YouTube.
The social media agencies would be segregated into four broad categories based on the count of subscribers and followers.
The maximum payment to account holders, operators and influencers of X, Facebook and Instagram has been fixed at Rs 5 lakh, 4 lakh, Rs 3 lakh and Rs 3 lakh per month respectively.
Similarly, the category-wise ceiling for payment pertaining to videos, shorts and podcasts on YouTube has been fixed at Rs 8 lakh, Rs 7 lakh, Rs 6 lakh and Rs 4 lakh per month respectively.
Currently, if objectionable content is posted on social media, the police books the accused under Section 66 (E) and 66 (F) of the IT Act.
An accused could also stand trial for criminal defamation for posting indecent and obscene content on social media.
Earlier, the Centre had issued Intermediary Guidelines and Digital Media Ethics Code three years back to curb such activities.