The Indian government is intensifying its crackdown on social media influencers promoting online gambling.
The move marks a significant step in curbing unregulated betting activities across the country. The online gambling market in India has grown rapidly, with its value reaching an estimated $2.7 billion in 2023, and influencers have played a key role in promoting these platforms.
To protect vulnerable consumers, especially the youth, authorities have begun issuing warnings and pursuing legal action against those who advertise online betting sites. The Ministry of Information and Broadcasting (MIB) has made it clear that promoting gambling websites is a violation of Indian law, as many of these platforms operate without proper regulation. Recently, legal cases have been filed against influencers who market these services on popular platforms like Instagram and YouTube.
Many gambling operators use enticing offers such as no deposit free spins to attract users, often highlighted on India-focused affiliate websites. These promotions can lure consumers into engaging with gambling platforms without fully understanding the risks, a practice that authorities are determined to curb.
Influencers have become a crucial marketing tool for online gambling platforms, promoting games like poker, rummy, and other betting activities to their large followings. These promotions often paint a glamorous picture of gambling, emphasizing potential cash rewards while downplaying the risks of addiction and financial losses. This has made it easier for online gambling sites to penetrate the market, especially during peak seasons like the cricket season, when betting activities are expected to surge.
In response, the MIB has issued advisories warning influencers against promoting offshore gambling sites. These advisories emphasize that such activities are illegal under the local Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules of 2021. Influencers who continue to promote these platforms face the risk of severe penalties, including substantial fines and even jail time.
States like Tamil Nadu have taken a particularly strong stance against these promotions. The Tamil Nadu Online Gaming Authority (TNOGA) has issued show-cause notices to influencers involved in promoting gambling platforms. Violators can face high fines or imprisonment for up to three years, signaling a serious intent to enforce the law.
Social media platforms themselves have also come under scrutiny. The Indian government has called on these platforms to enhance their content moderation policies, urging them to detect and remove gambling-related promotions more effectively. Additionally, there is a push for platforms to educate users about the dangers of gambling addiction, further tightening the noose around unregulated gambling promotions.
The rise of influencer-promoted gambling content raises broader concerns about its impact on society. Gambling addiction can lead to severe financial strain, damaged relationships, and significant mental health challenges, particularly among younger audiences who are more susceptible to the influence of online personalities. Critics argue that influencers often fail to highlight these risks, creating a misleading narrative around the ease of winning in online betting.
This crackdown is part of a larger effort by the Indian government to regulate online content that could harm public welfare. As legal actions against influencers and their platforms gain traction, the digital landscape for online gambling promotion is undergoing rapid change. The tighter regulations mean that influencers and social media companies must navigate a complex legal environment or face harsh repercussions.
