Karnataka Introduces New Guidelines for Digital Influencers to Promote State Initiatives

In a significant move to leverage the power of social media, the Karnataka government has introduced the Karnataka Digital Advertising Guidelines-2024. These guidelines aim to harness the influence of digital media entities and influencers to promote state initiatives and programs.

Government’s Aim: The Karnataka government’s primary goal is to utilize digital media to enhance public communication and reach a broader audience, especially the internet-savvy population. By engaging social media influencers and digital media entities, the government hopes to effectively promote its schemes and programs.

Key Provisions of the Guidelines:

• Categorization of Influencers: Influencers are classified into three categories based on their follower count:
  • Nano Influencers: 1 lakh to 5 lakh followers
  • Micro Influencers: 5 lakh to 10 lakh followers
  • Macro Influencers: Above 10 lakh followers  
• Diverse Roles for Influencers: Influencers can participate in various activities such as brand ambassadorships, sponsored posts, content collaborations, hashtag campaigns, and event promotions.
• Eligibility and Registration: Both influencers and digital media entities must register with the Department of Information and Public Relations (DIPR). The guidelines cover a wide range of platforms, including social media networks, video-streaming sites, OTT platforms, and fintech services.  
• Digital Advertising Shift: The DIPR emphasized the growing importance of digital advertising, surpassing traditional media in terms of reach. The new guidelines address the unique dynamics of digital advertising, which cannot be adequately handled by traditional media policies.

Registration and Eligibility Criteria: Digital media entities must have been active for at least a year and have a consistent record of publishing content. They must also adhere to specific guidelines for content quality and ethical standards. Registration with the DIPR is mandatory for various digital platforms, including search engines, video streaming sites, social media networks, OTT platforms, fintech services, and more.

Diverse Roles for Influencers: Influencers will play a crucial role in promoting state initiatives through brand ambassadorships, sponsored posts, content collaborations, hashtag campaigns, and other activities. This approach aims to leverage the influencers’ reach and credibility to connect with the target audience.

Mandatory Adherence: All state departments, local bodies, and corporations are required to follow these guidelines for their digital advertising needs.

The Karnataka Digital Advertising Guidelines-2024 mark a significant step towards embracing digital media for public communication. By providing a framework for the engagement of influencers and digital media entities, the Karnataka government aims to enhance the effectiveness of its promotional efforts and connect with the modern audience.