A war of words has erupted between prominent YouTubers Dhruv Rathee and Gaurav Taneja following the Uttar Pradesh government’s announcement of a new social media policy for influencers. The policy, which aims to utilize influencers to promote government schemes, has sparked controversy, with Rathee accusing the government of engaging in legalized bribery and Taneja defending the initiative.
The Uttar Pradesh government’s policy allows influencers to earn up to ₹8 lakh each month for promoting government initiatives. Rathee, known for his left-leaning views, expressed his disapproval, stating that the policy amounts to paying influencers to endorse the government using taxpayers’ money. He called for public shaming of any influencer accepting such payments. His post, which garnered over 2.6 million views on X (formerly Twitter), ignited a fierce debate on social media.
Taneja, known for his fitness-related content, countered Rathee’s argument by drawing a comparison with paid advertisements in traditional media outlets. He questioned why newspapers and television channels, which regularly feature paid advertisements promoting various governments, shouldn’t be subject to similar criticism.
The contrasting viewpoints of the two YouTubers have ignited a heated debate on social media, with users voicing their opinions on the ethics of paid promotions and the role of influencers in shaping public perception. Some argue that paid advertisements are a standard practice across media platforms and should not be condemned solely in the context of influencer marketing. Others condemn the use of public funds to incentivize influencers to endorse government policies.
The Uttar Pradesh government’s digital media policy, announced by the Yogi Adityanath government, aims to utilize the reach and influence of social media platforms to promote various government schemes. Under this policy, chosen influencers will receive payments ranging from ₹2 lakh to ₹8 lakh per month, depending on the platform and the type of content they create. While the government views this as an effective way to reach a wider audience, the policy has faced criticism from several quarters, including accusations of being a tool for propaganda and misuse of taxpayer funds.
The controversy surrounding the Uttar Pradesh government’s influencer policy raises important questions about the ethics of paid promotions in the digital age, the role of influencers in shaping public opinion, and the transparency and accountability of government communication strategies. The debate is likely to continue as stakeholders grapple with the implications of this new policy for the future of influencer marketing and the intersection of politics and social media.
