The Uttar Pradesh government has recently introduced a controversial policy aimed at leveraging social media influencers to bolster its image and promote its initiatives. This policy, which rewards influencers for disseminating pro-government content, has sparked a significant backlash from opposition parties and critics who argue that it undermines free speech and seeks to manipulate public opinion. Also Read- Deepika Padukone and Ranveer Singh Expecting Their Baby Soon? When the Kalki 2898 AD Actress is Expected to Deliver? Maternity Break Details Revealed! Read Now to Know More!
Under the new policy, influencers are incentivized to share posts that highlight the achievements and schemes of the Uttar Pradesh government. These posts can include tweets, videos, reels, and other forms of digital content. The government has laid out a structured payment system based on the influencer’s platform and follower count. For instance, on platforms like X (formerly Twitter), Facebook, and Instagram, influencers can receive up to ₹5 lakh, ₹4 lakh, ₹3 lakh, and ₹2 lakh per month, respectively. On YouTube, payment limits are even higher, with figures reaching up to ₹8 lakh for video content, ₹7 lakh for shorts, and ₹6 lakh for podcasts.
Sanjay Prasad, the Principal Secretary of the Information Department, has defended the policy, asserting that it aims to boost employment and support the state’s citizens. According to Prasad, the initiative will help promote state government advertisements and positive messages about its schemes through various digital mediums. He emphasized that listing agencies and firms to facilitate these promotions is part of a broader strategy to engage with the public more effectively.
However, the policy has not been without controversy. One of the most contentious aspects is the stringent penalties for what the government defines as derogatory or anti-national posts. Influencers who post content deemed derogatory or against the national interest face severe consequences, including potential imprisonment ranging from three years to life. The new policy aligns with existing legal provisions under Sections 66 (E) and 66 (F) of the Information Technology Act, which address privacy violations and cyber terrorism, respectively.
The opposition has been vocal in its criticism of the policy, accusing the government of using it to stifle dissent and curb independent voices. They argue that the policy will disproportionately benefit individuals and entities affiliated with the ruling BJP, thus fostering a biased digital landscape. Anil Yadav, the U.P. Congress General Secretary, has accused the government of trying to silence criticism and control the narrative by incentivizing influencers to only present favorable views. He stated, “With the increasing penetration of social media, the move is an attempt to silence criticism. Independent digital platforms have played a crucial role in exposing the truth about the BJP government over the past five years and challenging the fake narratives created by the ruling party. This policy is a ploy to silence those voices.”
Similarly, Santosh Singh, who runs the digital platform Times Of Swaraj, criticized the policy as an attempt by the government to create a favorable environment for itself through financial incentives. Singh argued that the policy is a strategic move to co-opt influencers as cheerleaders for the government, thus diverting public criticism and reshaping the discourse around its performance. Also Read- Kangana Ranaut Considering Inviting Gandhi Family to Emergency Screening? Says “Hope They See the Film and Enjoy It”; Read Now to Know More!
The policy has also raised concerns about its impact on the broader social media ecosystem. Critics worry that it could lead to increased self-censorship among influencers who might fear legal repercussions if their posts are perceived as critical of the government. This environment of fear and compliance could stifle meaningful dialogue and limit the diversity of viewpoints in the public sphere.
In summary, the Uttar Pradesh government’s new social media policy is a significant move to influence public perception through digital platforms. While it aims to promote government achievements and foster positive engagement, it has faced substantial opposition for its potential to curb free expression and manipulate the digital discourse. The policy’s impact on the future of digital media and public debate remains to be seen, but it has certainly stirred a vigorous debate about the balance between government influence and independent expression in the digital age.
