ASCI Teams with Gaming Federations to Tackle Offshore Ads

HIGHLIGHTS:

• ASCI signed an MoU with gaming federations to address illegal betting and offshore gambling ads in India.
• A monitoring cell has been set up to screen and report illegal ads to regulators.
• Since January 2025, ASCI flagged 413 offshore betting ads and reviewed 12 real-money gaming ads for violations.
• ASCI's guidelines require responsible content, disclaimers, and no portrayal of gambling as a livelihood in ads.
• The collaboration aims to promote ethical advertising and protect consumers from illegal platforms in India.

To tackle rising concerns about illegal betting and offshore gambling ads, the Advertising Standards Council of India (ASCI) signed an MoU with the Federation of Indian Fantasy Sports (FIFS), All India Gaming Federation (AIGF), and E-Gaming Federation (EGF) on January 2, 2025.

The MoU between ASCI and online gaming federations creates a framework to address challenges by setting up a monitoring cell. This cell will focus on screening and reporting offshore betting ads to relevant ministries and will also assess real-money gaming ads for potential ASCI Code violations. The partnership aims to identify illegal ads and enhance compliance in the RMG industry.

Since the MoU launched in January 2025, ASCI has flagged 413 offshore betting ads to the Ministry of Information and Broadcasting and reviewed 12 real-money gaming ads for potential ASCI Code violations. In comparison, between April 2023 and March 2024, ASCI flagged 1,336 ads to the Ministry, leading to actions to block these ads and platforms. Additionally, ASCI addressed 492 real-money gaming cases during the same period.

Indian state laws prohibit gambling and offshore betting advertisements, but allow advertising for online real-money games (RMG) based on skill. Some offshore betting operators may falsely claim to be legal, making it essential to identify and report such ads to regulators.

ASCI's guidelines for real-money gaming ads require responsible content, excluding minors and avoiding the portrayal of winnings as a livelihood. Ads must also include disclaimers to warn consumers of the associated risks.

Manisha Kapoor, CEO and Secretary General, ASCI, stated, “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, added, “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.”