Media Release

Bengaluru, Apr 23: To expand the reach of government schemes and policies among internet users, the Department of Information and Public Relations has introduced the Karnataka Digital Advertisement Guidelines – 2024, aimed at implementing digital advertisements more effectively, Chief Minister Siddaramaiah has announced.

For the first time in the country, the Karnataka government is empanelling digital media platforms and advertising agencies to carry out digital publicity. The move aims to keep pace with the growing influence of the internet, smart TVs, social media, and mobile devices, which now significantly surpass traditional forms of advertising in impact and reach.

All state departments, corporations, boards, authorities, local bodies, and municipalities are henceforth required to release digital advertisements exclusively through the Department of Information and Public Relations as per the new guidelines.

Platforms eligible for advertisement

Under the new guidelines, digital advertisements may be placed through authorised agencies across popular platforms such as:

• Streaming platforms: YouTube (Google), Meta (Facebook, Instagram, WhatsApp Business, WhatsApp Channels), Netflix, Amazon Prime, Disney+ Hotstar, SonyLIV, Jio Cinema, Zee5, Voot, Sun NXT, Talkies
• Search engines: Google, Bing
• Social networks: X (formerly Twitter), Facebook, Instagram, LinkedIn, WhatsApp, Snapchat, Telegram
• Fintech platforms: Paytm, PhonePe, Google Pay
• News aggregators and influencer platforms: Apps like InShorts with high follower counts, and any app with over 1 lakh downloads on Google Play Store or Apple App Store.

Eligibility for Advertising Agencies

Agencies looking to collaborate must:

• Be registered with the Registrar of Companies, Government of India
• Be a Private Limited, Public Limited, LLP or Partnership firm
• Have at least two years of operation
• Hold a valid GST registration
• Have full-fledged operations or office presence in Karnataka
• Demonstrate proficiency in both Kannada and English
• Possess in-depth knowledge of digital advertising and social media
• Hold valid agreements with platforms such as Google or Meta for government ad placements

Eligibility for digital media units

Digital media units seeking empanelment must:

• Be legally registered entities with the Registrar of Companies
• Have published content consistently for at least one year
• Hold a valid GST registration
• Comply with all statutory requirements and must not publish any content that violates Indian law

Any failure to meet these conditions may result in disqualification or cancellation of empanelment.

Application process

Interested digital media platforms and advertising agencies meeting the above criteria must apply by May 15 through the Seva Sindhu portal: sevasindhu.karnataka.gov.in. Applications must include necessary documents and payment of the prescribed fee.

This move is seen as a major step by the Karnataka government towards modernising its publicity outreach and ensuring transparency and efficacy in digital communication.