The Uttar Pradesh government has made headlines with its new social media policy that offers hefty money to influencers while also informing about severe punishments for uploading "objectionable" content.
This dual approach rule has raised questions and discussions about freedom of expression in the digital age while putting a price tag on thoughts.
What Does The Policy Say?
The Uttar Pradesh Digital Media Policy 2024 aims to address the growing influence of social media by spreading more information about the government’s good deeds while imposing strict guidelines on content shared across platforms such as Facebook, X, Instagram, and YouTube.
So, there’s a big price tag on your content, but at what cost?
1. Penalties for “Objectionable” Content: The policy introduces severe penalties for posting content deemed anti-national, obscene, or objectionable. Offenders could face jail sentences - from 3 years to life imprisonment. That’s a big deal for simply pushing your thoughts!
Historically, similar actions were managed under Sections 66E and 66F of the Information Technology (IT) Act, which mainly focussed on breacheing privacy and cyberterrorism.
2. Influencers Get Rewards for Loyalty: To encourage the promotion of government initiatives, the policy offers megabucks or financial rewards for influencers. Depending on their follower count & government ads, influencers can earn up to ₹8 lakh per month.
Creators, note this payment structure!
- X (Twitter): Up to ₹5 lakh per month
- Facebook: Up to ₹4 lakh per month
- Instagram: Up to ₹3 lakh per month
- YouTube -
Standard videos: Up to ₹8 lakh
Shorts: Up to ₹7 lakh
- Podcasts: Up to ₹6 lakh
- Other content types: Up to ₹4 lakh
3. Managed by V-Form Agency: A digital agency named ‘V-Form’ has been designated to oversee the advertisement process, ensuring that influencers receive appropriate opportunities for promoting government content.
There’s Fame, There’s Fear
Influencers are expected to promote government policies positively and avoid any content that could be interpreted as anti-national. This has created a lot of debate & concerns - creators must figure out the fine line between creative expression, personal opinions and complying with government’s strict rules.
Content creators have a challenging decision to make. On one hand, it offers influencers a tempting money-making opportunity and on the other, it’s a serious trap for free speech by imposing harsh penalties for those who disagree.
The stakes are high for those who step into this test.
In a time when social media serves as a platform for diverse voices, the idea of life imprisonment for just posting mere content seems extreme. It also states that spreading obscene or defamatory material online can result in criminal defamation charges. Now, open dialogue on important issues feels suppressed.
Public Reactions
The new policy has drawn criticism from various quarters. Opposition leaders have expressed concern that this is an attempt to control the narrative and suppress free speech. They argue that the government is prioritizing its image over the democratic right to express dissent. As one Congress leader pointed out, the definition of "anti-national" is subjective and could be used to target political opponents.
Senior Congress leader Pawan Khera reacted on X to the government's decision:
"Will anti-BJP or anti-government comments be considered 'anti-national'? What is the definition of 'offensive comment'? Are the double engine governments now preparing to stifle freedom of expression? Due to the opposition of INDIA alliance, Modi government had to withdraw the Broadcast Bill, 2024. Is dictatorship now being brought in through the backdoor?"
Conversation Starters
As this policy rolls out, it’s crucial for citizens, influencers, and lawmakers to engage in meaningful dialogue about its implications.
How can we ensure that the digital space remains a place for free expression while also upholding national values? The Uttar Pradesh government's approach may reflect broader trends in governance, where social media is both a tool for outreach and a platform for ideological conflicts.
Will influencers choose cash for content or just stay away from the risks?
Only the coming months will reveal the true impact of these regulations.
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