“The Uttar Pradesh government, under CM Yogi Adityanath, has launched the Digital Media Policy 2024, incentivizing influencers with payments up to ₹8 lakh monthly to promote state schemes. The policy regulates content on platforms like X, Instagram, and YouTube, while imposing strict penalties for anti-national or defamatory posts, aiming to boost governance visibility and curb misinformation.”
Yogi Adityanath’s Bold Digital Strategy for Uttar Pradesh
The Uttar Pradesh government, led by Chief Minister Yogi Adityanath, has rolled out the Uttar Pradesh Digital Media Policy 2024, a comprehensive framework designed to harness the power of social media to amplify state initiatives while regulating online content. Approved by the state cabinet in August 2024, the policy introduces a unique incentivization model for social media influencers, offering payments of up to ₹8 lakh per month to promote government welfare schemes and achievements. This move marks a significant shift in how the state engages with its digital audience, blending governance with modern communication strategies.
Under the new policy, influencers on platforms like X, Facebook, Instagram, and YouTube are categorized based on their follower count and engagement metrics. Payments are structured to reflect the platform and content type, with YouTube creators eligible for the highest cap of ₹8 lakh per month for producing videos that highlight state programs. Influencers on X can earn up to ₹5 lakh, while those on Facebook and Instagram can receive ₹4 lakh and ₹3 lakh, respectively. The policy has appointed a digital agency, V-Form, to oversee content creation, ensuring that videos, posts, and reels align with the government’s messaging.
The initiative aims to leverage the vast reach of social media to communicate the state’s developmental achievements directly to citizens. With over 2.6 crore followers on X alone, Yogi Adityanath is one of India’s most followed politicians, trailing only Prime Minister Narendra Modi and Union Home Minister Amit Shah. His personal social media presence, active on platforms like X (
@myogiadityanath
), Instagram (myogi_adityanath), and Facebook (MYogiAdityanath), underscores his understanding of digital platforms as tools for public outreach. The policy builds on this, aiming to create a network of influencers who can amplify government efforts in areas like healthcare, education, and infrastructure.
However, the policy also introduces stringent regulations to curb misuse of social media. Content deemed “anti-national” could lead to severe penalties, including imprisonment ranging from three years to life. Obscene or defamatory posts may attract criminal defamation charges, signaling the government’s intent to maintain a controlled digital environment. This dual approach— incentivizing positive content while cracking down on harmful material—reflects Yogi’s broader governance philosophy of discipline and development.
The policy has sparked mixed reactions. Supporters argue it will enhance transparency and public awareness of government schemes, particularly in rural areas where digital penetration is growing. Critics, however, raise concerns about potential censorship and the use of financial incentives to shape online narratives. The government defends the policy as a necessary step to counter misinformation, citing past instances where social media was used to spread divisive content, such as during the Rafale controversy before the 2019 Lok Sabha elections or the Pegasus spyware issue in 2021.
Yogi Adityanath has long emphasized the need to control the “unbridled horse” of social media, a term he used in 2021 while addressing BJP’s IT and social media cell. He highlighted the platform’s potential to influence public opinion but warned of its misuse by opponents to create social tension. The 2024 policy formalizes this approach, blending proactive engagement with regulatory oversight. By integrating influencers into its communication strategy, the Uttar Pradesh government aims to create a digital ecosystem that aligns with its vision of a progressive, law-abiding state.
As Uttar Pradesh gears up for events like the Maha Kumbh and projects like the Jewar Airport, the policy is expected to play a pivotal role in shaping public perception. The state’s focus on digital governance also aligns with its broader economic goals, such as attracting investment and promoting tourism through initiatives like the proposed Temple Architecture Museum in Ayodhya. With this policy, Yogi Adityanath is positioning Uttar Pradesh as a leader in digital governance, balancing innovation with strict oversight in the ever-evolving online landscape.
Disclaimer: This article is based on recent news reports and publicly available information from sources such as LiveMint, Hindustan Times, and Times of India. The data reflects updates as of August 2025. Readers are advised to verify details through official government announcements.