According to the new ‘Karnataka Digital Advertising Guidelines – 2024’ issued by DIPR, for the first time, digital media, including influencers, would be eligible to get government advertisements.
The move has come as the government wants to reach out to the tech-savvy public in the state through digital advertisements to disseminate its schemes and policies. The new guidelines will remain in force for five years or till further orders.
The definition of digital media as per the guidelines is “any platform, including web portals, news aggregators, websites, etc., that uses hardware and software for digital networks, with Internet/Telecommunication connectivity, to disseminate information, convey communication, or distribute services, goods, or commerce.”
Video streaming services such as Google-that includes YouTube- and Meta, including Instagram and Facebook and WhatsApp, are other business activities listed in the search engines, including Google and Bing; social media platforms; OTT services including Netflix and Amazon Prime; fintech platforms, including Google Pay and PhonePe; news aggregators; call centers, and many more, henceforth are eligible to avail these ads.
The Influencers that fall under digital ads qualification—from follower headcounts—have three categories: nano, micro, and macro. The format for the advertisements can also range from a long shot and short shot of videos, banners, pop-ups, audio, and static images, among others.
The policy lays down eligibility criteria for the empanelment of digital advertising agencies and media by DIPR. Among other things, agencies must be registered in Karnataka or at least maintain an office in Karnataka, have a valid GST registration, have contracts with major platforms like Google and Meta, and obtain permission to run government campaigns. Among others, digital media shall be at least one year old and maintain continuity in publishing for that period.
