Uttar Pradesh Introduces New Social Media Policy Regulating Content and Paying Influencers

The Yogi Adityanath-led Uttar Pradesh government unveils a social media policy regulating content on platforms like Facebook and YouTube, with strict penalties for ‘anti-national’ posts and payments for influencers promoting state initiatives.

Key Points

• Uttar Pradesh’s new social media policy regulates content and pays influencers to promote state government programs.
• Posting ‘anti-national’ content is punishable by up to life imprisonment, while obscene or defamatory content could lead to criminal defamation charges.
• Influencers on platforms like Facebook, Instagram, and YouTube will be paid to create content promoting state welfare schemes.
• Payments range from ₹3 lakh to ₹8 lakh per month, depending on the platform and type of content.
• The policy also introduces a digital agency, V-Form, to manage advertising and categorize influencers.

The Uttar Pradesh government, under Chief Minister Yogi Adityanath, has introduced a new social media policy designed to regulate content on platforms such as Facebook, Instagram, YouTube, and X (formerly Twitter). The Uttar Pradesh Digital Media Policy, 2024, which was drafted by the state’s information department, has been approved by the state cabinet and aims to control online content while also encouraging influencers to promote the state’s welfare schemes and achievements.

A significant aspect of the policy is the strict regulation of content deemed ‘anti-national,’ with severe penalties ranging from three years to life imprisonment. The policy also covers obscene and defamatory content, with the possibility of criminal defamation charges being brought against those who post such material online.

Announcing the policy after a cabinet meeting on Tuesday, Minister Sanjay Nishad highlighted the government’s intention to regulate social media platforms and provide advertisements to influencers. “Today, policy is being made for social media, Instagram… Now they will be regulated and they will also be given advertisements. A lot of policies have been made,” Nishad stated.

Under the new policy, a digital agency called ‘V-Form’ has been appointed to oversee the management of advertising on social media. V-Form will be responsible for the display of videos, tweets, posts, and reels, and will categorize influencers, agencies, and companies into four groups based on their number of subscribers or followers.

The policy outlines a structured payment system for influencers who create content promoting the state government’s programs. Influencers on X, Facebook, and Instagram will receive payments capped at ₹5 lakh, ₹4 lakh, and ₹3 lakh per month, respectively. For YouTube content creators, payment caps vary based on the type of content produced. Those creating YouTube videos can earn up to ₹8 lakh per month, while creators of short films, podcasts, and other content types can be paid up to ₹7 lakh, ₹6 lakh, and ₹4 lakh per month, respectively.

This policy reflects the growing influence of digital media in India and the Uttar Pradesh government’s strategic move to leverage social media platforms for promoting its initiatives. However, the policy’s stringent regulations on content, especially regarding what is classified as ‘anti-national,’ may raise concerns about freedom of expression online. As the policy is implemented, it will likely have a significant impact on the state’s digital landscape and the role of social media in governance.