- Online betting platforms spend a whopping Rs 3,500 crore annually across TV and digital media.
- India has over 4 million influencers who are categorised based on their following—such as mega, macro and micro.
- According to Redseer, as many as 118 million Indian consumers have tried products or services promoted by influencer-led content, underscoring the level of trust people place in them.
Taken together, these data points show why taming influencers pushing online gambling is proving such an onerous task.
The CCPA (Central Consumer Protection Authority) recently issued a comprehensive advisory in response to an increasing number of advertisements promoting online gambling and betting. It warned celebrities and influencers that any engagement in the promotion or endorsement of online gambling rendered them equally liable for prosecution.
Manisha Kapoor, CEO and secretary general, ASCI, says, there are formidable challenges in tackling advertising for online gambling and betting. “Since many operations are offshore companies, identifying and communicating with them is a challenge. The dynamic nature of online platforms and evolving advertising strategies complicate enforcement efforts,” she adds.
Unlike celebrities with established channels and public personas, regulation is an uphill task when it comes to influencers who operate on a smaller scale. Violations are difficult to detect, points out Chaaya Baradhwaaj, founder and managing director, BC Web Wise. “Enforcing regulation on influencers and micro-influencers can be challenging due to their sheer numbers and the decentralised nature of their content creation. The rapid pace of content creation and dissemination on social media platforms further complicates enforcement efforts,” she notes, adding that striking a balance between consumer protection and safeguards for freedom of expression becomes crucial in ensuring effective regulation.
To tackle harmful endorsements, industry bodies need a robust monitoring mechanism, says Abhilash Singh, chief revenue officer of influencer marketing agency SocioClout. “This may involve leveraging technology to track influencer activities across digital and social media platforms. By identifying potential violations in real-time, regulators can take swift action,” says Singh.
Experts also emphasise the responsibility of large global platforms to identify content that promotes gambling and betting. “With their control over the digital infrastructure, they play a big role in enforcing regulation. Despite challenges such as the scale of content moderation, Meta and Google have the potential to make a substantial impact in regulating influencer content related to online betting,” says Manish Solanki, COO and co-founder, TheSmallBigIdea.
There is also the growing demand for transparency from the tech giants. By providing information on content related to promotion of online gambling, they will be able to cement the confidence they enjoy already and demonstrate their commitment to regulatory compliance, sums up Singh.