Power, Posts, Personal Branding: Top Brass Flags Social Media Misuse By Bureaucrats | Exclusive | India News
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A growing number of IAS, IPS and other AIS officers are becoming social media influencers, using official machinery to build personal brands instead of focusing on public service
Several top officials have echoed the view that new, explicit rules are needed to govern social media conduct of AIS officers. (Image for representation: Reuters)
What better situation than having power, position, office, staff, and all government resources – and using it all to promote and self-brand yourself on social media?
Taxpayers’ money is being used to create a personal following by bureaucrats instead of promoting government schemes and policies. This is precisely what’s worrying the top brass of India’s civil services.
A growing number of IAS, IPS and other All India Services (AIS) officers are turning into social media influencers, using official machinery to build personal brands instead of focusing on public service.
Last month, at a high-level meeting with a few top secretaries, serious concerns were raised about officers misusing their roles for self-promotion. An official present at the meeting told News18 that specific cases involving AIS officers were discussed, and there was consensus that the issue needs urgent redressal before it spirals out of control.
A short discussion was held about officers from across different states and ministries, who are actively projecting themselves as celebrities. Senior AIS officers said from using office infrastructure and staff to creating video, picture content and glamorous posts, personal branding has overtaken public service. Some officers have even used government schemes as a backdrop for self-promotion.
In fact, the matter has already reached the top office of the government raised by top bureaucrats earlier. Senior bureaucrats said grievance redressal platforms are increasingly becoming stages for showcasing fashion, lifestyle, and field trips – often resembling curated influencer content more than administrative outreach.
One of the retired IAS officers told News18 that they initiated a discussion with the top office on the issue. The officer, who served at a key position in an independent body after retirement, said with the efforts the matter was raised at a platform and civil services academies were asked to initiate restrictions on social media during training. Another recently retired IPS officer, who held a top post, said the leadership is keen to address the issue that has already been discussed with them.
LACK OF RULES
Several top officials have echoed the view that new, explicit rules are needed to govern social media conduct of AIS officers.
Kiran Bedi, first woman IPS officer, said: “The existing rules are outdated and not fully aligned with the complexities of today’s digitally connected public sphere. They require a reset.”
Asked if she believes social media is being misused to build a public image for political, commercial, or career benefits, Bedi said: “Yes, especially when posts are sponsored or designed to build a brand around an officer. Paid promotion is transactional – and the public sees through it. It often backfires and ends up being a waste of credibility and public money. Officers should ask: Is this message informative? Or is it marketing without substance? If it’s the latter, it violates the spirit of public service.”
DOZENS OF FAN PAGES, PAYOUTS RAISE EYEBROWS
Some officers have more than a dozen unofficial fan pages, many managed by staff or close associates, in addition to their verified profiles.
Officers from batches as recent as 2022 are leveraging their government positions for social media fame. Adding to the concern, sources said several officers have built large followings and are possibly receiving payouts from platforms based on views, engagement, and reach – raising serious questions about conflict of interest and violation of service rules.
WHAT SENIORS SAID
News18 spoke with over a dozen top bureaucrats – both serving and retired – who expressed deep concern. “These officers are getting paid by the government to serve the public, but they’re using official time, staff, and resources to build their celebrity image. It’s unethical,” said a retired female IAS officer.
Another senior IPS officer, formerly in a top post, added: “Their time and mental energy are going into content creation. Planning, implementation, and grievance redressal take a back seat. Even junior staff are being used as PR handlers. This trend risks turning public service into a competitive PR race.”
Bedi said there must be a clear distinction between purpose and promotion, cause and ego. “Restraint, caution, and integrity are non-negotiable. Officers must be mindful of the intent behind their posts. If the intention is noble, the message can stand on its own merit. But if it is driven by self-interest, it quickly becomes unethical and irresponsible. The system relies on impartiality and discipline, both of which can be compromised by reckless digital behaviour,” she said.
She added: “In today’s world, self-promotion is almost inevitable. We live in a time of heightened visibility, intense competition, and a pervasive fear of missing out (FOMO). However, once we enter public service, particularly the All-India Services, our role shifts from self to society. Public service demands responsibility, restraint, and a deeper understanding of our purpose. Officers who cross red lines may not see the immediate consequences, but over time, it can erode credibility and hurt them professionally. Ultimately, it’s a personal choice, but one that carries long-term implications.”
With over 15 years of journalistic experience, Ankur Sharma, Associate Editor, specializes in internal security and is tasked with providing comprehensive coverage from the Ministry of Home Affairs, paramilitar…Read More
With over 15 years of journalistic experience, Ankur Sharma, Associate Editor, specializes in internal security and is tasked with providing comprehensive coverage from the Ministry of Home Affairs, paramilitar… Read More
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