The Uttar Pradesh government has introduced a new social media policy encouraging influencers to promote state government initiatives, schemes, and achievements, offering prize payments in return. This move, aimed at bolstering the government’s online presence, has sparked controversy, drawing sharp criticism from opposition parties and independent digital influencers.
Policy Details
Under the new policy, the government plans to enlist agencies and firms to produce and display content through digital mediums such as tweets, videos, posts, and reels that highlight the achievements and schemes of the U.P. government. The Principal Secretary of the Information Department, Sanjay Prasad, stated in a press note that the initiative is also expected to create employment opportunities within the state.
Influencers will be categorised into four groups based on their number of subscribers and followers, with payment limits corresponding to their reach. For platforms like X (formerly Twitter), Facebook, and Instagram, the maximum monthly payment limits are set at ₹five lakh, ₹four lakh, ₹three lakh, and ₹two lakh, respectively. For YouTube, the limits for videos, shorts, and podcasts are set at ₹eight lakh, ₹seven lakh, ₹six lakh, and ₹four lakh, respectively.
The policy also grants the government the authority to take legal action if any paid content is found to be anti-national, anti-social, or derogatory.
Opposition Criticism
Opposition parties have criticised the policy, arguing that it is a desperate attempt to control the narrative and suppress dissent ahead of the upcoming elections. Ameeque Jamei, a spokesperson for the Samajwadi Party (SP), condemned the policy, stating, “We are against any kind of censorship on social media. What has been done is bidding the independent voices and threatening them if they do not fall in line. But no influencer can save this government which is bound to go. The aim is to provide employment to BJP-linked people.”
The Congress party also weighed in, with U.P. Congress General Secretary Anil Yadav accusing the government of trying to silence criticism in the digital age. “With the increasing penetration of social media in this era, the move is an attempt to silence criticism. A lot of independent digital platforms brought the truth of the BJP government in the last five years in front of the public and defeated the fake narrative created by the ruling party since 2014. It is a ploy to silence them through such measures,” Yadav said.
Concerns from Digital Influencers
Digital influencers and social media platform operators have expressed concerns that the policy is an attempt by the government to manipulate public opinion by producing favourable content. Santosh Singh, who runs the digital platform Times of Swaraj, commented, “With the rise of social media, the government faces stiff criticism over various issues. It now wants to create a favourable environment for itself and, in a way, through its money power, wants influencers to work as cheerleaders.”
The policy has opened a debate on the ethics of paid promotions by social media influencers and the potential impact on the independence of digital voices. As the U.P. government pushes forward with this initiative, it remains to be seen how it will influence the state’s social media landscape and the broader political discourse.