The Uttar Pradesh Cabinet has given nod to a new social media policy with ‘big offers’ for influencers and legal actions for those making ‘objectionable’ content.

The cabinet approved the Uttar Pradesh Digital Media Policy, 2024, prepared by the state’s information department.

The policy, which could help an empanelled influencer to earn up to Rs 8 lakh per month to publicise its schemes, is also aimed at regulating content across platforms including Facebook, X, Instagram, and YouTube. The policy introduces guidelines for addressing objectionable social media content, according to an official statement, India Today reported.

The social media policy categorizes influencers and content creators into four groups based on their subscriber and follower counts, stating that payments will be made “solely based on the number of views.”

It also empowers the Information Director to initiate action and stop payment if “any such content, video tweet, post, reel is anti-national, anti-social, indecent or hurts the sentiments of various sections of the society”, Indian Express reported.

The Opposition called it an attempt to control content on social media. Senior Congress leader Pawan Khera reacted on X to the government’s decision and said, “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?”

Replying to these allegations, Shishir Singh, Director, Information, clarified: “How can there be any provision of providing punishment in any such policy? Under the policy, the Director, Information, has been authorised to take legal action under the relevant provisions of law against any anti-national, anti-social, derogatory posts. It may range from lodging FIR under the relevant law, getting that post deleted, revoking empanelment or discontinuing the advertisement.”

Under this new digital media policy, pages, channels, account holders, operators, digital media influencers, content writers, and their associated agencies and firms will be enlisted by the department, with advertisements being issued based on requirement and utility.

Payments will be specified for each social media segment and category. For posting videos and reels on Facebook and Instagram, the maximum monthly payments could range from Rs 2 lakh to Rs 5 lakh, under four categories. For written posts on Facebook, X, or Instagram, the payments will be Rs 10,000, Rs 8,000, Rs 6,000, and Rs 5,000 per post, with a maximum monthly limit of Rs 50,000, Rs 40,000, Rs 30,000, and Rs 20,000.

Influencers in the YouTube category will be eligible to earn the highest payments. Rs 1 lakh will be given for displaying each video advertisement provided by the government, and Rs 2 lakh for creating original content based on topics provided by the state government. This amount can be maximum up to Rs 8 lakh, Rs 7 lakh, Rs 6 lakh and Rs 4 lakh per month under the A category, B, C and D categories, IE reported.