For social media influencers and content creators, the new digital media policy introduced in Uttar Pradesh under the Yogi regime is both a boon and a bane, as it could help them earn up to Rs 8 lakh a month, but could also lead to legal cases under various acts, including charges of being anti-national, under certain conditions.
The policy, formally approved by the state cabinet on August 27, 2024, incentivises positive coverage of government activities by social media influencers and digital platforms while imposing strict penalties for content deemed "objectionable" or "anti-national."
The new Uttar Pradesh Digital Media Policy, 2024, mandates legal action against digital platforms and influencers who publish content that the state considers indecent, obscene, or against the national interest. In a move seen by critics as a threat to freedom of expression, the policy outlines severe consequences for those who do not adhere to these guidelines.
On the flip side, the policy offers lucrative rewards for those who align their content with the government’s narrative. Digital platforms and influencers who promote the government’s “achievements” and developmental work can now earn significant sums, with potential monthly payouts reaching up to Rs 8 lakh.
The policy categorises influencers based on their reach and following, providing them with a structured pay scale. Influencers on platforms such as X (formerly Twitter), Facebook, Instagram, and YouTube stand to benefit financially from this new system.
The policy also seeks to enhance the dissemination of information about various state-led schemes and initiatives. By promoting government achievements through digital media, the policy aims to create a positive public image and ensure that residents of Uttar Pradesh, including those living outside the state or abroad, are well-informed about the state's development efforts.
The government plans to collaborate with listed agencies and firms to produce and distribute content, tweets, videos, and posts that highlight its accomplishments. These efforts are expected to increase employment opportunities for residents across the country and abroad.
However, the policy has sparked criticism, particularly from opposition parties. The Congress has accused the ruling BJP of attempting to monopolise the digital media space by punishing dissent and encouraging only favourable coverage. The party expressed concerns that the new policy could undermine democratic principles by stifling criticism and controlling media narratives.
In defence of the policy, the BJP argues that it is simply responding to the evolving media landscape and societal changes. The party asserts that the policy is designed to support those who contribute positively to society while taking a tough stance against those who spread misinformation or incite communal discord.
The BJP believes that the Uttar Pradesh model will set a precedent for other states to follow, reinforcing its commitment to maintaining law and order and promoting harmony.