Celebrity influencers may be roped in to amplify public service messages
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Synopsis “The influencers are being selected based on the requirements of the campaign and potential outreach. The use of social media will be more video and audio-driven with regional languages at the forefront,” Abhishek Singh, chief executive officer of MyGov, said in an email to ET.
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The government is planning to use well-known influencers including sportspersons, Bollywood actors, doctors, musicians and artists extensively for wider outreach to communicate public service messages such as the fight against Covid-19 and fake news, apart from stress management and positive harmony campaigns across social media platforms.
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The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 (the “Intermediary Rules”) fundamentally change the way the internet will be experienced in India. We provide you with an overview of its contents, the “safeguards” it seeks to establish, how they affect your internet usage experience, and your fundamental rights. Most notably, the Rules now will bring government control rather than regulation over digital news platforms and OTT video content providers. Several requirements under them suffer from unconstitutionality and undermine the free expression and privacy for millions of internet users in India.
What are the Intermediary Rules?