Policy Watch
Illegal Betting Ads Under Scrutiny as ASCI Teams Up with Gaming Federations
NEW DELHI: To curb illegal betting and gambling advertisements, the Advertising Standards Council of India (ASCI) has signed a Memorandum of Understanding (MoU) with key online gaming industry federations.
The agreement, effective from January 2, 2025, brings together the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF) to monitor and regulate misleading ads in the sector.
A Dedicated Monitoring Cell to Identify Violations
The collaboration establishes a special monitoring cell responsible for tracking and reporting offshore betting and gambling advertisements. This cell will work closely with the Ministry of Information and Broadcasting (I&B) to escalate non-compliant ads and platforms.
Additionally, the cell will screen real-money gaming (RMG) advertisements to ensure they align with ASCI’s advertising guidelines. The goal is to prevent deceptive promotions, especially those attempting to portray offshore betting platforms as legally permissible entities.
Action Taken Since MoU Implementation
Since the agreement took effect in January 2025, ASCI has:
- Flagged 413 offshore betting ads to the Ministry of I&B.
- Processed 12 RMG advertisements for potential violations of ASCI’s guidelines.
- Previously, from April 2023 to March 2024, ASCI flagged 1,336 ads of offshore betting to the ministry, leading to enforcement action.
- Addressed 492 cases related to real-money gaming advertisements during the same period.
Addressing Legal and Ethical Challenges
Indian state laws prohibit gambling and offshore betting, making advertisements for these services illegal. However, real-money gaming platforms that involve a significant degree of skill are allowed in many states. This distinction has led to some offshore operators falsely representing themselves as legal gaming platforms, highlighting the need for regulatory intervention.
ASCI’s guidelines for RMG advertisements require that:
- Minors are not depicted in ads.
- Winnings are not represented as a primary source of income.
- Ads carry disclaimers informing consumers of the risks involved in online gaming.
Industry Leaders Speak on Responsible Advertising
Manisha Kapoor, CEO and Secretary General, ASCI, emphasized the importance of protecting Indian consumers from misleading ads.
“Indian consumers are exposed to numerous ads from offshore betting and gambling companies that operate without accountability. Several Indian celebrities have also endorsed these ads. Since gambling advertisements are largely prohibited in India, their presence is a clear violation of the law. ASCI aims to surface these ads to regulators while ensuring that the gaming industry adheres to responsible advertising norms.”
Neil Castelino, CEO, Federation of Indian Fantasy Sports (FIFS), reiterated the commitment of FIFS members to responsible advertising.
“Our members have consistently complied with ASCI guidelines and the FIFS Charter. Through this collaboration, we aim to protect consumers from illegal gaming platforms and promote responsible advertising in the Indian RMG industry.”
Anuraag Saxena, CEO, E-Gaming Federation (EGF), highlighted the need for ethical standards in gaming.
“Indian citizens have been duped by fraudulent operators for years. The nation, consumers, and the domestic gaming industry have all suffered as a result. EGF has long championed responsible gaming, including mandatory audits of gaming companies. This new monitoring cell will amplify our efforts in ensuring a safer gaming environment.”
Roland Landers, CEO, All India Gaming Federation (AIGF), emphasized the federation’s long-standing efforts in regulating online gaming.
“AIGF has led the charge in advocating responsible gaming and combating illegal betting. Partnering with ASCI and other gaming associations strengthens our mission to create a transparent and responsible gaming ecosystem. This MoU is a significant step toward protecting consumers, ensuring ethical advertising, and building credibility in India’s online gaming sector.”
A Step Toward Ethical Advertising in Online Gaming
The partnership between ASCI and the gaming federations marks a crucial development in regulating the online gaming industry. By actively identifying and escalating non-compliant ads, this initiative aims to protect consumers from deceptive practices while reinforcing responsible advertising standards.
With ASCI’s monitoring cell in place, the industry moves closer to a fair and transparent gaming environment, benefiting both consumers and legitimate gaming businesses.