The Advertising Standards Council of India (ASCI) has signed a Memorandum of Understanding (MoU) with several key organizations in the online gaming sector in order to tackle the rising concerns regarding illegal betting and gambling advertisements from offshore entities.
This partnership includes the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF), and it officially took effect on January 2nd, 2025.
The ASCI, established in 1985, is dedicated to self-regulation in advertising, ensuring consumer protection and adherence to advertising standards. The council collaborates with various government bodies to promote responsible advertising practices across all media.
The MoU establishes a framework for a special monitoring cell dedicated to identifying and reporting illegal offshore betting and gambling advertisements to relevant government ministries.
Additionally, the cell will monitor real-money gaming (RMG) advertisements that may violate ASCI guidelines. This collaboration aims to enhance compliance within the RMG industry while exposing illegal advertisements.
Since the MoU’s implementation, ASCI has flagged 413 offshore betting ads to the Ministry of Information and Broadcasting and processed 12 real-money gaming ads for potential violations of the ASCI Code. Prior to this initiative, from April 2023 to March 2024, ASCI had flagged 1,336 ads, prompting the Ministry to take action against various platforms.
Indian state laws prohibit gambling and offshore betting, rendering advertisements for these activities illegal. However, online RMG, which relies on skill, is permitted in most states, and its advertising is thus allowed.
Some offshore operators misleadingly present themselves as legitimate gaming entities, highlighting the need for vigilant monitoring and reporting.
“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”, Manisha Kapoor, CEO and Secretary General of ASCI, emphasized in an announcement.
Industry leaders expressed their commitment to responsible advertising practices, with Neil Castelino, CEO of FIFS, adding that “the collaboration is crucial to ensure that Indian consumers are not misled by illegal platforms”, while Anuraag Saxena, CEO of the E-Gaming Federation, noted that “Indian citizens have suffered at the hands of unscrupulous operators for years”.
In the same statement Roland Landers, CEO of AIGF, highlighted the federation’s long-standing commitment to responsible gaming practices, noting that this MoU is a pivotal step towards protecting consumers and fostering ethical advertising.
