India Strengthens Fight Against Illegal Betting Ads with Industry Partnership

The Advertising Standards Council of India (ASCI) has signed a Memorandum of Understanding (MoU) with key online gaming organizations to curb the promotion of illegal offshore betting advertisements and ensure compliance in real-money gaming (RMG) advertising. The agreement, which took effect in January 2025, includes partnerships with the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF).

The MoU establishes a special monitoring cell tasked with identifying and reporting offshore gambling ads, which are illegal in India, to government regulators. It also oversees RMG advertisements to ensure they comply with ASCI’sadvertising code.

Since the collaboration began, ASCI has flagged413 offshore betting advertisements and 492 RMG-related cases for regulatory review. Before this initiative, from April 2023 to March 2024, ASCI identified 1,336 ads, prompting the Ministry of Information and Broadcasting to take action against multiple platforms.

ASCI CEO Manisha Kapoor emphasized the impact of offshore operators, stating, “Indian consumers are exposed to numerous ads from offshore betting companies that lack accountability. Several Indian celebrities have also been featured in these advertisements. Given that gambling ads are prohibited in many parts of the country, their prevalence violates the law. ASCI aims to bring these issues to the attention of regulators for necessary action.”

In addition to tackling offshore ads, the MoU underscores the importance of responsible advertising within India’s legal gaming sector. While real-money gaming is permitted in most Indian states, operators must adhere to ASCI’s guidelines to avoid misleading advertising.

FIFS CEO Neil Castelino reinforced this position, stating that the collaboration is key to protecting Indian consumers from illegal operators. Similarly, EGF CEO Anuraag Saxena pointed out that Indian players have suffered from deceptive offshore platforms for years, further highlighting the need for stricter oversight.

AIGF CEO Roland Landers also voiced support for the initiative, stating that ensuring ethical advertising practices is crucial to fostering responsible gaming in the country.

Beyond advertising compliance, the Indian government is exploring a unified regulatory framework for online gaming. A committee including home ministry officials, legal experts, and gaming industry representatives is set to examine industry regulations. Discussions could involve differentiating gaming from gambling under the law, a matter that has long been debated despite the Supreme Court ruling that skill-based online gaming is legal.

The push for regulatory clarity is driven by two key concerns:

1. Taxation – The Supreme Court is reviewing ₹1.12 trillion (€12.39 billion) in GST claims against online gaming companies, with further hearings scheduled for March 18, 2025.
2. Offshore Betting Risks – Authorities worry that illegal gambling platforms could be used for money laundering, strengthening the case for a structured regulatory framework.

While India’s central government is working on a national policy, some state governments have taken independent action. Tamil Nadu, for example, has introduced the Tamil Nadu Online Gaming Authority (Real Money Games) Regulations, 2025, which impose strict KYC requirements and prohibit minors from participating in RMG.

Other states, including Karnataka and Maharashtra, have attempted outright bans on online gaming in the past but have since moved toward regulation instead of prohibition.

Currently, online gaming in India is regulated under the Ministry of Electronics and Information Technology (MeitY) through the Intermediary Guidelines and Digital Media Ethics Code Rules, 2021. These guidelines require due diligence from online gaming platforms, with non-compliance leading to liability for third-party content.

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With increasing concerns over offshore betting ads and misleading gaming promotions, the ASCI-led initiative represents a significant step toward consumer protection. By collaborating with key gaming organizations, ASCI aims to ensure responsible advertising, reduce illegal promotions, and help shape India’s evolving online gaming regulations.

Source:

Indian online gaming organizations join forces to combat offshore betting ads, agbrief.com, February 19, 2025.