In a  move to address the growing concerns over illegal betting and gambling advertisements of offshore entities, the Advertising Standards Council of India (ASCI) has signed a Memorandum of Understanding (MoU) with the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF), effective from 2 January 2025.

The MoU establishes a framework to tackle these challenges through a special monitoring cell dedicated to screening and reporting offshore betting and gambling advertisements to the relevant ministries. 

The cell will also scrutinise real-money gaming (RMG) advertisements that potentially violate ASCI’s advertising code. 

This partnership aims to highlight illegal ads while reinforcing compliance within the RMG industry.

Since the implementation of the MoU in January 2025, ASCI has flagged 413 offshore betting ads to the Ministry of Information and Broadcasting and reviewed 12 advertisements for potential violations of ASCI’s RMG guidelines. Previously, ASCI flagged 1,336 ads between April 2023 and March 2024, leading to ministry-led actions to block such ads and platforms. 

During the same period, ASCI also investigated 492 cases related to RMG advertising.

Indian state laws prohibit gambling and offshore betting activities, making their advertisements illegal in these regions. 

However, online real-money games requiring a predominance of skill are permitted under most state laws, allowing their advertising. 

Some offshore betting operators attempt to misrepresent themselves as legal gaming companies, making it imperative to identify and escalate such advertisements to regulators. 

ASCI’s guidelines for "Advertising of Online Gaming for Real Money Winnings" mandate responsible advertising, ensuring that ads do not depict minors or portray winnings as a means of livelihood. 

These ads must also carry disclaimers informing consumers of associated risks.

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, added, “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.”