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UPDATE: Central govt publishes, notifies social media ad policy

The Union Minister for Environment, Forest & Climate Change, Information & Broadcasting and Heavy Industries and Public Enterprise, Shri Prakash Javadekar and the Union Minister for Law & Justice, Communications and Electronics & Information Technology, Shri Ravi Shankar Prasad briefing the media on Cabinet Decisions, in New Delhi on March 21, 2020.

The central government today published guidelines for buying ads on social media for government ministries and departments. "[The Bureau of Outreach and Communication] will determine which Social Media platform(s) is/are relevant in light of planned outreach activity of the client Ministry/Department based on target audience, theme and content of proposed activity, budget and duration of the campaign," the document said. "In doing so, preference may be given to the Social Media Platforms which are based in India." However, the policy does not make clear if by "based in India" it means social media companies that were founded and headquartered in India, or simply social media companies with offices in India. The document, "Policy Guidelines for Empanelment of Social Media Platforms with Bureau of Outreach and Communication", was published by the Ministry of Information and Broadcasting. The Bureau of Outreach and Communication is tasked with implementing all central government ministries' advertising, including on the internet. We have reached out to the Ministry for clarification. 25 million 'unique users' to be the bar The guidelines require that any social media company that wants ad spends to have 25 million unique monthly users. This is an interesting requirement, as daily active users (DAUs) are a much more accurate indicator of the likelihood of the potential reach of an advertisement. Last year, data by analytics firm App Annie indicated that Sharechat had 18 million monthly active users, while the company claimed then that it had 40 million monthly users. That distinction qualifies the company, which doesn't…

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