The Uttar Pradesh Government recently approved the state's new digital media policy and opened the doors for social media influencers to earn money from government advertisements. Uttar Pradesh's new digital media policy not only opened doors for influencers to earn money but also announced that strict legal action would be taken against anti-national, objectionable, and obscene content. The Uttar Pradesh Digital Media Policy-2024 was approved in the cabinet meeting held on Tuesday under the chairmanship of Chief Minister Yogi Adityanath. Now, the question arises how influencers can earn money in Uttar Pradesh's Digital Media Policy?
Account holders of X, Facebook, and Instagram can receive a maximum monthly payout of Rs 5 lakh, Rs 4 lakh, or Rs 3 lakh, depending on their reach. Similarly, those engaging in podcasts, videos and ‘shorts’ (short video clips) on YouTube will be entitled to receive a maximum sum of Rs 8 lakh per month. Depending on their categorisation, YouTube users would also be able to earn Rs 7 lakh, 6 lakh or Rs 4 lakh per month.
Under the new policy, the government will list agencies and firms for the purpose of providing advertisements in order to promote them for creating and displaying content, tweets, videos, posts and reels based on the “schemes and achievements” of the government on X, Facebook, YouTube and Instagram. Notably, the UP Government also aims to increase the probability of the residents of the state who are residing in different parts of the country or abroad of employment in large numbers.
Notably, UP's digital media policy 2024 has sparked a row as well. YouTuber & influencer Dhruv Rathee took to his X handle and wrote, "Uttar Pradesh Govt is saying it will pay up to ₹8 Lakh to Influencers to promote the govt. This is Legalized Bribery. From Tax Payer's Money. Any influencer who does this should be publicly shamed."
In response, influencer Gaurav Taneja aka The Flying Beast wrote, "Should all Newspapers and TV Channels, be also shamed, who show paid ads to promote any govt in power ?"
Another user commented on Dhruv Rathee's tweet and asked, "You take bribe from Soros and the gang. Is that fine then? Who pays you for your anti establishment influence videos,? Dare you show your entire income india and abroad."
In response, Rathee wrote, "It's amazing to see stupidity of people like you. Show me a single proof that I took money from Soros and I will stop making youtube videos forever."