'Rs 8 lakh per month to influencers': UP government proposes new digital media policy

NEW DELHI: The Uttar Pradesh government has proposed a new digital media policy to disseminate information about various developmental and public welfare schemes to the state's residents through social media platforms, as per an official document.
Under this policy, the state government will pay influencers and account holders on platforms such as Facebook, X, Instagram, and YouTube up to Rs 8 lakh per month, depending on their followers and subscribers for promoting government schemes.
However, the policy also includes penalties for creating content deemed anti-national, obscene, or objectionable.
The government has said that it will take legal action against social media operators, influencers, firms, or agencies if "objectionable content" is uploaded.
"In case of uploading objectionable content on Facebook, X (formerly Twitter), Instagram and YouTube, legal action has been arranged against the concerned agency/ firm as per rules. Under no circumstances should the content be indecent, obscene and anti-national," said the note signed by Principal Secretary Sanjay Prasad.
The digital media policy categorizes X, Facebook, Instagram, and YouTube based on subscribers and followers, with maximum monthly payouts ranging from Rs 2 lakh to Rs 8 lakh for account holders, operators, or influencers. The policy also aims to encourage the display of content, videos, tweets, posts, and reels related to the state government's schemes and achievements.

The BJP praised the policy as an innovative move by the Yogi Adityanath-led government, claiming it will create employment and curb the spread of rumors on social media.
BJP spokesperson Rakesh Tripathi said, "The Yogi Adityanath government moves forward with innovations. It pays attention to the changes happening in society. Digital media policy will create new jobs.
"Those who play with law and order by spreading rumours on social media will be strictly punished. UP's social media policy will become an example across the country," he said.
However, opposition parties, including the Samajwadi Party and Congress, criticized the policy as an attempt to stifle freedom of expression on social media and misuse public funds.
"Along with this, if social media influencers put forward any views that are not liked by the government or deemed objectionable by it, then they will be punished. That means, once again, an attempt is being made by the Uttar Pradesh government to stifle freedom of expression," Pathak alleged.
"But the BJP government would give this money to social media influencers for its own publicity," Pathak claimed, adding the government can take action against any content, be it related to women safety or poor condition of state-run schools, if it does not like it.