A new digital advertisement policy announced by the government would allow websites with at least 2.5 lakh unique users monthly and other digital channels like podcasts and over-the-top services to become sponsored by companies for public relations campaigns. The Central Bureau of Communication (CBC) will be authorised to conduct campaigns in the digital media sphere thanks to the policy, which the Ministry of Information and Broadcasting announced.

The CBC will be able to route its public service campaign messaging through mobile devices for the first time, in addition to streamlining the process of empanelling websites. The policy also incorporates competitive bidding for rate discovery to ensure efficiency and transparency. The rates that are found through this method will be applicable to all qualified agencies and will be valid for three years.

In India, there were over 1,172 million telecom subscribers and over 880 million internet users, according to TRAI's Indian Telecom Services Performance Indicators for the months of January through March 2023. The policy aims to expedite the procedure for the Canadian Broadcasting Corporation to post advertisements on behalf of government clients on social media platforms, which are becoming increasingly popular avenues for public discourse.