U.P. Adityanath Govt Unveils Carrot and Stick Policy for Social Media Influencers: Promote or Face Consequences

The Uttar Pradesh government has introduced a new social media policy aimed at enlisting influencers to promote its initiatives, schemes, and achievements, offering financial incentives in return. However, this move has sparked significant backlash, particularly from opposition parties who claim that no amount of influencer support can salvage the government in the upcoming elections.

According to a press release by Sanjay Prasad, Principal Secretary of the Information Department, the policy outlines the creation of a list of agencies and firms tasked with producing and promoting digital content—such as tweets, videos, and posts—highlighting the U.P. government’s schemes and achievements. The initiative is also framed as a way to create employment opportunities within the state.

The policy categorizes influencers into four tiers, with payment caps based on their follower counts. For platforms like X (formerly Twitter), Facebook, and Instagram, the maximum monthly payments are set at ₹5 lakh, ₹4 lakh, ₹3 lakh, and ₹2 lakh, respectively. For YouTube, the limits are ₹8 lakh, ₹7 lakh, ₹6 lakh, and ₹4 lakh, depending on the type of content, including videos, shorts, and podcasts. The government also reserves the right to take legal action against any paid content deemed anti-national, anti-social, or derogatory.

Critics argue that this policy is a veiled attempt at censorship. Ameeque Jamei, a spokesperson for the Samajwadi Party, accused the government of trying to suppress independent voices and forcing them into compliance, claiming that even influencers can’t save the government from its impending defeat. Similarly, U.P. Congress General Secretary Anil Yadav described the move as a sign of the government’s nervousness in the face of rising digital literacy and social media’s role in exposing uncomfortable truths.

Digital influencers have also expressed concern, interpreting the policy as an effort by the government to manipulate public opinion by turning influencers into “cheerleaders” for its cause. Santosh Singh, who runs the platform Times of Swaraj, criticized the move as an attempt to use financial power to sway the digital narrative in the government’s favor.