The Advertising Standards Council of India (ASCI), in partnership with major gaming industry federations, has launched a special monitoring cell to flag and combat offshore betting ads in India. With the rise of digital gambling promotions that often bypass Indian laws, this collaboration aims to hold illegal offshore entities accountable. It also intends to ensure that real-money gaming (RMG) advertisements comply with ASCI guidelines.
With over 400 offshore betting ads flagged in just over a month, this initiative marks a critical step toward curbing misleading advertisements. These ads usually lure consumers into illegal betting platforms. Strengthening compliance and regulatory oversight will create a safer digital space for Indian users. Moreover, it will work towards protecting them from deceptive gambling promotions.
The partnership to protect consumers against offshore betting ads
In a significant move to address the growing concerns over illegal betting and gambling advertisements of offshore entities, the Advertising Standards Council of India (ASCI) signed a Memorandum of Understanding (MoU) with the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF) and the E-Gaming Federation (EGF), with effect from January 2, 2025.
The MoU between ASCI and the online gaming industry federations establishes a framework to address these challenges through a special monitoring cell. The cell will focus on screening and reporting offshore betting and gambling advertisements to the concerned ministries. Additionally, it will screen and process real-money gaming advertisements that potentially violate the ASCI Code. The partnership aims to surface illegal ads and strengthen the RMG industry’s compliance.
The impact of the partnership
Since the kickoff of the MoU in January 2025, ASCI has flagged 413 ads of offshore betting to the Ministry of Information and Broadcasting. It has also processed 12 advertisements for potential violations of ASCI’s RMG guidelines. Previously, ASCI flagged off 1336 ads in the period April 2023–March 24 to the Ministry of I&B. Based on this, the Ministry has taken action to block such ads and platforms. During the same period, ASCI also took up 492 cases pertaining to Real Money Gaming.
Indian state laws prohibit gambling and offshore betting activities; making advertisements for these activities, illegal in these states. However, online real-money games (RMG) that require a predominance of skill, are permitted by most state laws, and their advertising is therefore allowed. Some offshore betting and gambling operators attempt to portray themselves as legally permitted gaming companies, necessitating the need to identify such advertisements and escalate the same to regulators. For the real-money gaming sector, ASCI’s guidelines for “Advertising of Online Gaming for Real Money Winnings” need advertisements to ensure that the content of such ads remains responsible. Furthermore, it should not depict minors or represent winnings as a means of livelihood. In addition, these ads must carry disclaimers to inform consumers of the risks associated with such games.
Protecting consumers from offshore betting ads: What leaders say
Manisha Kapoor, CEO and Secretary General of ASCI
Indian consumers are exposed to numerous ads of offshore betting and gambling companies that have no accountability in India. Several Indian celebrities, too have been a part of such advertisements. Since gambling ads are prohibited in most parts of the country, their large-scale presence is a breach of the law. ASCI would like to surface such advertising to the regulators for necessary action. It is also key that the gaming industry, whose advertising is permissible in India, remains compliant with the ASCI Code. We welcome the proactive initiative of the gaming associations of working with the self-regulator to create a special monitoring cell for the industry.
Neil Castelino, CEO of the Federation of Indian Fantasy Sports
Members of FIFS have demonstrated their commitment and compliance to responsible advertising through the implementation of the ASCI guidelines and FIFS Charter. We are further committed to adopting the global best standards in responsible advertising. Through this collaboration, we hope that Indian consumers are not exposed to illegal platforms disguised as online gaming while promoting responsible advertising practices amongst the Indian RMG industry.
Anuraag Saxena, CEO of the E-Gaming Federation
Indian citizens have been duped and scammed by unscrupulous operators for years. The nation suffers, so do consumers, and so does the domestic industry. Which is why we at EGF have been pioneering responsible gaming and mandatory audits of our gaming companies. The monitoring cell of ASCI will only turbo-boost our efforts. Together, we will uphold high ethical standards and create a safer, more trusted gaming landscape for all.
Roland Landers, CEO of the All India Gaming Federations
As the oldest and largest industry federation, AIGF has been at the forefront of advocating for responsible gaming practices and addressing the menace of offshore and illegal betting and gambling. We remain steadfast in our mission to ensure a robust, transparent, and responsible gaming environment in India. By collaborating with ASCI and fellow industry federations, we aim to tackle the growing challenge of offshore gambling ads and non-compliant advertising practices. This MoU marks a pivotal step towards protecting consumers, fostering ethical advertising, and elevating the credibility of India’s online gaming sector. Together, we are dedicated to shaping a fair and sustainable ecosystem for all stakeholders.”
About the Advertising Standards Council of India (ASCI)
The ASCI, established in 1985, is committed to the cause of self-regulation in advertising. Moreover, it aims to ensure the protection of consumer interests. ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation, which requires advertisements to be legal, decent, honest, truthful, and not hazardous or harmful while observing fairness in competition. The ASCI also looks into complaints across all media, such as print, TV, radio, hoardings, SMS, emailers, internet/website, product packaging, brochures, promotional material, point of sale material, etc.
ASCI has collaboratively worked with various government bodies, including the Department of Consumer Affairs (DoCA), the Food Safety and Standards Authority of India (FSSAI), the Ministry of AYUSH, and the Ministry of Information and Broadcasting (MIB). In August 2023, the ASCI Academy, a flagship program of ASCI, was launched. It aims to build the capacity of all stakeholders to create responsible and progressive advertising. ASCI Academy also intends to raise standards of advertising content through training, education, outreach, and research on the preventive aspects of advertising self-regulation.
Changeincontent perspective on protecting consumers from offshore betting ads
At Changeincontent, we continue to advocate for responsible, ethical, and transparent content. The collaboration between ASCI and the online gaming industry to tackle offshore betting ads is a crucial move in addressing how content—especially advertising—shapes consumer behaviour.
But this is just the beginning. While regulatory actions are necessary, the real challenge is changing the narrative surrounding gaming and betting advertisements. Influencers, celebrities, and media platforms must recognise their role in responsible content creation. Moreover, they must ensure that their endorsements do not mislead vulnerable consumers.
A change in content is long overdue. This initiative should not just be about flagging illegal ads. Instead, it should be about creating an advertising ecosystem that prioritises ethical promotion, responsible gaming, and consumer safety. Only then can we genuinely reshape the digital advertising landscape for the better.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history. It encompasses all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
