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Source: The post is based on the article “Digital Advertisement Policy, 2023: Ministry of Information and Broadcasting approves Comprehensive “Digital Advertisement Policy, 2023” published in “PIB” on 10th November 2023
Why in the News?
The Ministry of Information and Broadcasting has released the “Digital Advertisement Policy, 2023”.
What is Digital Advertisement Policy, 2023?
Aim: To enable and empower the Central Bureau of Communication(CBC) to undertake campaigns in the Digital Media Space.
Key Provisions of the policy:
Empanelment of entities for public service campaigns: The policy allows CBC to empanel five types of entities for government advertisements:
1)Internet websites and mobile apps (news websites and apps, travel websites, etc.)
2)Over the top (OTT) video on demand platforms (such as Disney+Hotstar)
3)Digital audio platforms (such as Spotify)
4)Social media platforms (such as Facebook, Twitter) and
5)Media agencies for digital campaigns
— Note: Any innovative and futuristic platforms can also be onboarded by the CBC with the approval of a six-member committee that will be headed by the director general or the principal director general of the CBC.
Transparency in prices: Introduces competitive bidding for rate discovery, ensuring transparency and efficiency.
– Rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies.
Decline or Suspend empanelment entities: CBC has the right to decline or suspend empanelment of any entity if its content is found to be anti-national /obscene /indecent /anti-social/violative of communal harmony and national integrity or deemed objectionable. On this, the CBC decision will be final.
What is the Central Bureau of Communication(CBC)?
| Specifications | Details |
| Nodal Ministry | Ministry of Information and Broadcasting |
| Setup in | 2017 by merging erstwhile Directorate of Advertising and Visual Publicity (DAVP), Directorate of Field Publicity (DFP) and Song & Drama Division (S&DD). |
| Mandate | To create awareness and disseminating information about various government programs, schemes and policies in India. |
| Headquarters | New Delhi |
UPSC Syllabus: Polity and Nation
