The Advertising Standards Council of India (ASCI) has teamed up with key players in the online gaming industry to fight illegal betting advertisements. On January 2, 2025, ASCI signed an agreement (Memorandum of Understanding or MoU) with the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF). The goal is to stop illegal gambling ads from offshore companies and ensure that online gaming ads follow proper guidelines.
As part of the agreement, a new special monitoring cell has been set up to track and report any illegal betting or gambling ads to the government. This cell will also look at ads related to real-money gaming (RMG), which are legal in India as long as they are based on skill. However, these ads must follow strict rules to avoid misleading consumers or promoting harmful behaviours. The partnership will help identify ads that break these rules and push for action from the government.
Since the agreement began in January 2025, ASCI has flagged over 400 ads related to offshore betting. They’ve also looked at 12 ads that might violate India’s rules for RMG ads. Earlier, ASCI flagged more than 1,300 such ads to the Ministry of Information and Broadcasting (I&B), leading to action being taken against some platforms.
This partnership is important because many Indian states have laws that ban gambling and offshore betting. However, legal online real-money games can still advertise, but they need to be careful not to mislead consumers or target minors. The new monitoring system aims to create a safer advertising environment for consumers while making sure companies follow the law.
Manisha Kapoor, CEO and Secretary General, ASCI, said: “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, Federation of Indian Fantasy Sports, said: “Members of FIFS have demonstrated their commitment and compliance to responsible advertising through implementation of the ASCI guidelines and FIFS Charter. We are further committed to adopting the global best standards in responsible advertising, and through this collaboration, we hope that Indian consumers are not exposed to illegal platforms in the guise of online gaming while promoting responsible advertising practices amongst the Indian RMG industry.”
Anuraag Saxena, CEO, E-Gaming Federation, said: “Indian citizens have been duped and scammed by unscrupulous operators for years. The nation suffers, so do consumers, 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, All India Gaming Federations, said: “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.”
