New Delhi: In a significant move to tap into the digital age, the Karnataka government has announced that digital media entities and influencers will now be eligible to receive government advertisements. This decision is part of the government’s strategy to reach a wider audience, especially the tech-savvy population, through digital channels.
The newly introduced ‘Karnataka Digital Advertising Guidelines – 2024’ outline the framework for this initiative. The guidelines, which will be in effect for the next five years or until further notice, aim to streamline the process of government advertising in the digital space.
Who’s Eligible?
A wide range of digital platforms and individuals can now participate in government ad campaigns. The guidelines define a digital media entity as any platform that uses the internet to facilitate the exchange of information or services. This includes:
- Social Media Platforms: Facebook, Instagram, Twitter, LinkedIn, etc.
- Search Engines: Google, Bing, DuckDuckGo
- Video Streaming Services: YouTube, TikTok, Dailymotion
- OTT Platforms: Netflix, Amazon Prime, Disney+
- News Aggregators: Google News, Flipboard
- Fintech Platforms: Google Pay, PhonePe, Paytm
- Influencers: Individuals with a significant following on social media
ALSO READ: Delhi HC Grants Boroline ‘Well-Known Trademark’ Status, Bans Imitation
Influencers are categorized into three tiers – nano, micro, and macro – based on their follower count. This classification will help determine the reach and impact of their campaigns.
Guidelines for Ad Agencies and Media Entities
To ensure transparency and accountability, the guidelines have also laid down specific criteria for digital advertising agencies and media entities. These include:
- Legal registration in Karnataka or an operational office in the state
- Valid GST registration
- Contracts with major platforms like Google and Meta
- Permission to run government campaigns
Digital media entities must have been operational for at least a year and have published content consistently during this period.
A Step Towards Digital Transformation
The Karnataka government’s decision to embrace digital advertising is a significant step towards reaching a wider audience and promoting its initiatives effectively. By partnering with digital media entities and influencers, the government can leverage the power of social media and other online platforms to connect with citizens.
As the digital landscape continues to evolve, it is expected that more states and governments will follow suit, making digital advertising a crucial component of their communication strategies.
