UP Govt’s New Social Media Policy hits hard: Harsh penalties for posts but huge payouts for influencers. Are you ready to cash in or be silenced?

The UP Govt’s new social media policy has introduced a series of measures that could change how social media operates in the state. The UP government has approved a new Uttar Pradesh Digital Media Policy, 2024. It not only seeks to regulate content but also incentivizes influencers to promote government schemes. This dual approach of rewards and penalties has sparked significant discussion. Differing views can be seen among social media users, influencers, and political observers.

UP Govt’s New Social Media Policy: Tough Penalties for Objectionable Content

The UP Govt’s new social media policy introduces stringent measures. It is to control the type of content shared on social media platforms. Under this policy, anyone who posts that is deemed “objectionable” content could face serious actions. The term “objectionable” encompasses a broad range of content. It includes anything indecent, obscene, or anti-national. If such content is identified, the policy empowers the state’s Information Department. It gives them the authority to take legal action against the perpetrators. This could result in fines, legal battles, and even imprisonment. It will depend on the severity of the offence of the individual or agency.

The primary goal behind these tough measures is to create a digital environment. A digital space that aligns with the state’s values and promotes positive content. But, this has raised concerns among critics. They are arguing that the policy could be used to suppress freedom of speech. The vague nature of what forms “objectionable content” has many loopholes. The policy might be used to target those who criticize or oppose the government. The opposition has been vocal in questioning their concerns as soon as possible. They are asking whether anti-government comments might be unfairly labelled as anti-national under this policy.

Significant Financial Opportunities for Influencers

The UP Govt’s new social media policy imposes strict regulations. It also opens up significant financial opportunities for social media influencers. The policy introduces a structured payment system. Influencers can earn between ₹2 lakh and ₹8 lakh per month by promoting government schemes. This initiative is part of the state government’s broader strategy to use social media as a tool for disseminating information about its various programs and achievements.

The amount influencers can earn is directly tied to their follower count and the number of views their content generates. Influencers on platforms such as X (formerly Twitter), Instagram, YouTube, Facebook, etc., stand to benefit the most from this policy. The payment limits are different for each platform. Influencers on X, FB, and Instagram will be able to earn up to ₹5 lakh, ₹4 lakh, and ₹3 lakh per month, respectively. YouTube influencers, particularly those who create video content, have the highest earning potential. Their payment limits reach up to ₹8 lakh.

UP Govt’s New Social Media Policy: Detailed Influencer Categorization

The UP Govt’s new social media policy categorizes influencers into four groups. This is based on their follower count and subscriber numbers. This categorization plays a crucial role. It will help in determining how much each influencer can earn by promoting government content. Payments are not solely based on follower count. It will also be considered the number of views that the influencer’s content receives. This ensures that the most engaging and widely viewed content is appropriately rewarded.

    • Category A: This group includes top-tier influencers with the highest follower counts and views. These influencers can earn up to ₹8 lakh per month.
    • Category B: Influencers in this category have a slightly lower follower count. They can still earn up to ₹7 lakh per month.
    • Category C: This group includes mid-tier influencers who can earn up to ₹6 lakh per month.
    • Category D: The lowest category still offers a significant earning potential. Influencers can be eligible to earn up to ₹4 lakh per month.

This structured approach encourages influencers to focus on creating high-quality, engaging content. Their content should be able to effectively promote government initiatives. It also ensures that payment is linked to the actual impact of the content, rather than just the influencer’s popularity.