Digital Advertisement Policy, 2023

• 17 Nov 2023

For Prelims: Digital Advertisement Policy, 2023, Central Bureau of Communication (CBC), Digital Media, Social media, Over-the-Top (OTT) platforms.

For Mains: Digital Advertisement Policy, 2023, Government policies and interventions for development in various sectors and issues arising out of their design and implementation.

Source: IE

Why in News?

Recently, the Ministry of Information and Broadcasting has approved the Digital Advertisement Policy, 2023 to enable and empower the Central Bureau of Communication (CBC) to undertake campaigns in the Digital Media space.

• The CBC operates under the Ministry of Information and Broadcasting and is responsible for creating awareness and disseminating information about various government programs, schemes, and policies in India.
• CBC is committed to adapting to the changing media landscape and embracing new technologies to reach a wider audience.

What are the Key Policies under the Digital Advertisement Policy, 2023?

• Expansion to Digital Platforms:
  • The CBC can advertise on social media, Over-the-Top (OTT) platforms, digital audio platforms, mobile applications, and websites.
  • It mandates that the websites, mobile apps, OTT platforms and digital audio platforms need to be at least a year old to be eligible to apply under the scheme.
• Advertisement Rates and Transparency:
  • Advertising rates will be linked to subscriber base and viewership numbers, determined through competitive bidding to ensure transparency and efficiency.
  • Rates discovered through this process will remain valid for three years.
• OTT Platforms Engagement:
  • OTT platforms can be empanelled not only for placing advertisements during regular content but also for the production of embedded/in-film advertisements, promotions, or branding activities as per CBC's Letter of Intent.
• Funding Source:
  • The CBC typically utilizes 2% of the total outlay of government schemes for publicity and outreach activities, and this fund is used for advertisements and campaigns.

What is the Significance of Digital Advertisement Policy, 2023?

• This policy marks a pivotal moment in CBC's mission to disseminate information and create awareness regarding various schemes, programs, and policies of the Government of India in response to the evolving media landscape and the increased digitalization of media consumption.
• The huge subscriber base in the Digital Universe, coupled with technology enabled messaging options through Digital advertisements will facilitate effective delivery of citizen centric messages in a targeted manner, resulting in cost efficiencies in public oriented campaigns.
• In recent years, the way audiences consume media has witnessed a significant shift towards the digital space.
• The Government of India’s Digital India program has led to a huge growth in the number of people in the country who are now connected to the internet, social and digital media platforms.
  • As per TRAI’s Indian Telecom Services Performance Indicators January–March 2023, the internet penetration in India as of March 2023, is over 880 million, and the number of telecom subscribers as of March 2023 is over 1172 million.