Digital Advertisement Policy 2023

Digital Advertisement Policy 2023

News: Recently, The “Digital Advertisement Policy, 2023” a groundbreaking policy was approved by the Ministry of Information and Broadcasting of India.

Key Findings:
• Purpose: The policy aims to enable and empower the Central Bureau of Communication (CBC), the advertising wing of the Government of India, to undertake campaigns in the Digital Media Space.
• Significance: 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.
• Targeted Messaging: The vast subscriber base in the Digital Universe, along with technology-enabled messaging options through Digital advertisements, will facilitate the effective delivery of citizen-centric messages in a targeted manner.
• Empanelment: The policy will enable CBC to empanel agencies and organizations in the OTT and Video on Demand Space. CBC will also be able to leverage the growing number of listeners to Podcasts and Digital Audio platforms through empanelment of Digital Audio platforms.
• Mobile Applications: CBC can now channelize its public service campaign messages through mobile applications.
• Social Media Platforms: The policy streamlines the process through which CBC can place advertisements for government clients on these platforms.
• Rate Discovery: The CBC’s Digital Advertisement Policy, 2023, introduces competitive bidding for rate discovery, ensuring transparency and efficiency.

• This policy reflects a strategic and adaptive approach by the government to leverage the digital media landscape for effective communication. It aims to capitalize on the popularity of digital platforms, ensure transparency in advertising practices, and enhance the government’s outreach in the dynamic digital age.

About CBC
• The Central Bureau of Communication (CBC) is a unit of the Ministry of Information and Broadcasting. The CBC provides communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs), and autonomous bodies.
• The CBC was set up on December 8, 2017 by integrating the following departments:
o Directorate of Advertising and Visual Publicity (DAVP)
o Directorate of Field Publicity (DFP)
o Song & Drama Division (S&DD) 
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