Digital Advertisement Policy, 2023

November 11, 2023

In a rapidly evolving media landscape, the Information and Broadcasting Ministry of India unveiled the ‘Digital Advertisement Policy, 2023,’ a significant move to harness the potential of digital media for government communication. This policy empowers the Central Bureau of Communication (CBC), the Central government’s advertising wing, to conduct campaigns effectively in the digital realm.

Adapting to the Digital Age

The ‘Digital Advertisement Policy, 2023’ represents a pivotal moment for the CBC, aligning its mission with the changing media landscape and the increasing digitalization of media consumption. With the policy’s implementation, the CBC aims to disseminate information and raise awareness about various government schemes, programs, and policies in response to evolving media trends.

Leveraging the Digital Universe

The policy recognizes the immense potential of the digital space, driven by a vast subscriber base and technology-enabled messaging options. It foresees the efficient delivery of citizen-centric messages through targeted digital advertisements, ultimately leading to cost efficiencies in public-oriented campaigns.

The Digital Transformation

Recent years have witnessed a significant shift in how audiences consume media, with a notable move towards digital platforms. As per TRAI’s Indian Telecom Services Performance Indicators for January–March 2023, India boasts an internet penetration of over 880 million and more than 1,172 million telecom subscribers as of March 2023.

Key Provisions of the Policy

1. Empanelment and Outreach Expansion

The ‘Digital Advertisement Policy, 2023’ empowers the CBC to empanel agencies and organizations operating in the Over-the-Top (OTT) and Video on Demand space. Additionally, it allows the CBC to engage with the growing audience of podcasts and digital audio platforms. For the first time, the CBC can channel its public service campaign messages through mobile applications.

2. Social Media Integration

Recognizing the influence of social media platforms as channels for public conversations, the policy streamlines the process for placing government advertisements on these platforms. It also grants the CBC the authority to empanel digital media agencies to enhance its outreach across various platforms.

3. Adaptability and Innovation

Acknowledging the dynamic nature of the digital landscape, the policy empowers the CBC to onboard new and innovative communication platforms with the approval of a duly constituted committee. This flexibility allows for staying current with emerging trends.

4. Transparent Rate Discovery

The policy introduces competitive bidding for rate discovery, ensuring transparency and efficiency. The rates determined through this process remain valid for three years and apply to all eligible agencies, further promoting fairness.

5. Strengthening Information Dissemination

With all ministries and government departments now having dedicated social media handles, the policy aims to supplement their outreach efforts. The Ministry of Information and Broadcasting’s Media Unit, CBC, is designated as the organization responsible for issuing advertisements through all forms of media, thus enhancing the government’s information dissemination capabilities.

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