1 week Ago By Ishika Gupta
Explainer Briefly Slides In response to a Right to Information query filed by the Internet Freedom Foundation (IFF), the Goa government acknowledged that it held no consultations with stakeholders or other ministries/departments while preparing/drafting/finalising the “Social Media Influencers Policy.” Taking to X, the IFF leveled that this methodology raises “significant concerns about the lack of citizen involvement and the potential for arbitrary decision-making.” Background on the policy In January 2024, the Goa government introduced a portal for the Empanelment of Social Media Influencers, seeking to harness social media’s potential for “effective governance.
” The policy executed by the Entertainment Society of Goa through the Department of Information and Publicity aimed to generate maximum awareness of the Government schemes and plans by leveraging influencers’ reach through their social media handles. Addressing the press, Goa Chief Minister Dr. Pramod Sawant urged Goan social media influencers to join the government’s promotional team.
Sawant also disclosed that Goa is the second state in India to introduce a detailed policy enlisting Social Media Influencers, following Rajasthan . What does the policy say? The shortlisted candidates will receive readymade content comprising graphics or audiovisual content from the authority for posting and it must be shared on Facebook, Instagram, X, and YouTube within the specified timeframe. Applicants may create content with the authority’s consultation but require written approval before release, without which payment will not be made.
Post Visibility and Alterations: Shortlisted applicants must ensure approved posts remain publicly visible and cannot alter, delete, or hide the content, caption, or hashtags without prior approval from the Authority. Content Restrictions: Influencers must avoid posting offensive or inappropriate material that promotes hate, violence, or discrimination. Violations will result in contract termination, with the authority’s decision being final.
Confidentiality: Influencers must maintain confidentiality of all information provided by the authority, both during and after the contract term. Audience Feedback: Any audience feedback or requests about approved posts must be forwarded to the authority without an independent response or action by the influencer. Error Reporting: They must report any errors in approved posts to the Authority for corrections and cannot make changes without approval.
Public Perception: They must avoid posting content or engaging in activities that could cast doubt or negatively affect the public perception of approved posts. Dispute Resolution: Any disputes will first be resolved through mutual discussion. If unresolved, the matter will be referred to the authority’s CEO, whose decision will be final and binding.
Interest payments, if applicable, will be simple interest capped at 8% annually. Influencers waive objections based on the CEO’s government servant status or prior involvement. The Government laid down the following criteria to apply for the policy: According to the policy, candidates will be paid based on the following three categories and as per the level of engagement: Similar policies in other states In June 2023, the former Ashok Gehlot-led government of Rajasthan issued a notification regarding the enlistment of social media influencers to spread information about the state government’s social welfare schemes.
The notification revealed that advertisements related to government schemes will be issued to social media influencers across platforms like X, Instagram, and so forth. It was disclosed that those affiliated with this initiative could earn up to Rs 5 lakh per month, dependent on factors such as their follower count and the type of content produced. In August 2024, the Uttar Pradesh (UP) government announced its Digital Media Policy, incentivising those promoting schemes and initiatives introduced by the government.
In contrast, influencers accused of uploading ‘anti-national’, ‘obscene’, or ‘inflammatory’ content would face legal action. Mirroring Goa’s Social Media Influencers policy, this scheme divided influencers across X, Instagram, Facebook, and YouTube into four categories based on their follower count. However, the policy drew flak from several individuals and organisations on the Internet who viewed the policy as a mechanism to stifle dissent and curb critical voices while rewarding those promoting government initiatives.
Later, the Press Council of India also demanded a withdrawal of the clause allowing the initiation of legal action against creators uploading “anti-national,” “anti-social” content or content that “paints the government in bad light.” Days after the UP government’s Digital Media Policy, the Karnataka government unveiled the Karnataka Digital Advertising Guidelines 2024 to engage social media influencers and platforms in the promotion of state government schemes. Through this, influencers can push government schemes as brand ambassadors and sponsored hosts alongside shoutouts, content collaborations, and event promotions, CNBC-TV18 reported .
However, several worries were raised over the guidelines iterating that the absence of a clear definition of “advertisement” could lead to the policy being misused for “personal PR and image-building of politicians,” The News Minute reported . Potential concerns While the Goa government labels the policy as an effort to “bridge the gap between the people and government with the involvement of social media enthusiasts”, the policy does raise certain unanswered questions. For instance, if influencers are required to refrain from posting content contradicting the public perception of the content provided by the government, are there any guidelines which detail what classifies as such content? MediaNama reached out to the concerned authorities with more questions and is awaiting their response.
We will update the post as soon as we hear from them. Also Read:.
