The Yogi Adityanath-led government of Uttar Pradesh has implemented a new social media policy that aims to regulate content on platforms like Facebook, Instagram, YouTube, and X (formerly Twitter). The policy, known as the Uttar Pradesh Digital Media Policy, 2024, was developed by the state’s information department and recently received approval from the state cabinet.
One of the key aspects of the policy is its strict stance on ‘anti-national’ content. Posting such content is now considered a serious offense, punishable by a prison sentence ranging from three years to life imprisonment. Additionally, the policy allows the government to pursue criminal defamation charges against individuals who post obscene or defamatory content online.
Beyond regulation, the policy also focuses on encouraging influencers to promote government initiatives. The state has established a digital agency called ‘V-Form’ to manage advertising campaigns. This agency will oversee the display of videos, tweets, posts, and reels created by influencers. The policy outlines a system where influencers are categorized into four groups based on their subscriber or follower count.
Influencers will be financially rewarded for creating content that highlights the welfare schemes and achievements of the Uttar Pradesh government. The policy specifies maximum monthly payments for different platforms: ₹ 5 lakh for influencers on X, ₹ 4 lakh for Facebook and Instagram, and ₹ 3 lakh for YouTube creators. The payment structure for YouTube influencers varies depending on the type of content they produce. Creators of regular YouTube videos can earn up to ₹ 8 lakh per month, while those who create short films, podcasts, or other content can receive up to ₹ 7 lakh, ₹ 6 lakh, and ₹ 4 lakh respectively.
The new policy has generated mixed reactions. Some praise the government’s efforts to promote its programs while expressing concerns about the potential for censorship and restrictions on freedom of expression. Others see the policy as a way to control online narratives and silence dissent. The policy’s impact on the digital landscape of Uttar Pradesh and its long-term implications remain to be seen.
