Digital media entities, influencers now eligible to get govt ads
According to guidelines issued by the Department of Information and Public Relations, roping in influencers & digital platforms will help the govt in increasing the reach of its schemes and policies
Digital media entities, including influencers, will now be eligible for government advertisements, as per the ‘Karnataka Digital Advertising Guidelines - 2024’ rolled out by the Department of Information and Public Relations (DIPR) recently.
Until further notification, the guidelines will be in effect for the next five years. This move aims to use digital advertising to reach its schemes and policies to the internet-savvy public.
Video streaming platforms like Google’s YouTube and Meta’s Instagram, Facebook, WhatsApp, etc, search engines like Google and Bing, social media platforms, OTT platforms like Netflix and Amazon Prime, Fintech platforms like Google Pay and PhonePe, news aggregators and call centres and many others will be eligible for these advertisements.
According to the guidelines, a digital media entity is “any platform such as web portals, news aggregators, web sites, etc., that uses hardware, software and internet to enable the exchange of information or communication, or delivery of service, goods or commerce.”
The eligible influencers have been divided into three categories - nano, micro and macro based on the number of followers they have. The ads which will be given out will be in the form of long and short-form videos, banners, pop-ups, audio, static images and many others.
The guidelines outline additional eligibility requirements for digital advertising agencies and media entities. Agencies must be legally incorporated in Karnataka or have a fully operational office there, possess a valid GST registration, and maintain contracts with major digital platforms like Google and Meta. Additionally, they need clearance from these platforms to run government campaigns. Digital media entities must have been active for at least a year and continuously publishing content without interruption.
