Key Moments:
- The Advertising Standards Council of India (ASCI) flagged 4,575 illegal betting ads between April and September 2025.
- Meta-owned platforms represented 79 percent of all betting-related ad violations identified during this period.
- ASCI found that 683 out of 1,173 influencer ads monitored were promoting offshore betting platforms.
Rising Prevalence of Illegal Betting Promotions
Offshore betting operators have significantly amplified their attempts to connect with Indian consumers through digital channels. In particular, they are increasingly leveraging influencers and local content creators. Despite the Promotion and Regulation of Online Gaming Act 2025 (PROGA) instituting strict bans on such activity, ASCI’s Half-Yearly Complaints Report for April to September 2025 highlighted a notable increase in illegal betting advertisements. Furthermore, the report showed persistent exploitation of social media to reach users in India.
Digital-First Violations and Enforcement Hurdles
ASCI reported that promotions for offshore betting remain prohibited within India. As a result, they accounted for the majority of advertising violations during the first half of FY26. In total, the Council identified 4,575 such infringing advertisements, nearly all through active surveillance measures. These cases were brought to the attention of the Ministry of Information and Broadcasting, the Indian Cybercrime Coordination Centre, and the Directorate General of GST Intelligence.
ASCI CEO Manisha Kapoor told SiGMA News in an exclusive conversation that digital media remains the chief avenue for these infractions. Kapoor stated, “One of the most significant problems is that most of these advertisements are fully digital and make up 97 percent of the infractions. Once identified, gambling URLs and sites can now be pulled down. However, many of these entities have several URLs, making their elimination a significant challenge. They also seem to be able to bypass platform filters by using various new ways of reaching consumers through masked content.”
Kapoor explained that the majority of these illegal operations originate beyond Indian borders. Consequently, enforcement becomes more challenging. She said, “Post the introduction of the PROGA, offshore companies intensified their efforts to reach the Indian consumers.”
Influencers as a Key Channel for Offshore Betting Firms
The report indicated a significant shift toward the use of Indian influencers by overseas betting operators. Of the 1,173 influencer advertisements ASCI evaluated during the period, 683 supported betting platforms, most of which are based in jurisdictions with more permissive gambling laws and lack registration in India.
Over 75 percent of influencer-linked violations related to betting and personal care promotions. Frequently, creators presented such advertisements as entertainment, reviews, or sports analysis without required disclosures. Nearly 90 percent of influencers amended their posts only after being contacted directly by ASCI.
Chirag Jain, Associate Partner at DSK Legal, told SiGMA News, “With the Promotion and Regulation of Online Gaming Act 2025 now in force, there is a clear ban on influencers and platforms from advertising or promoting online money game. With this clear regime in place, any contravention can be expected to be met with strict penalties and stringent enforcement, with increase in focus on promotion of offshore betting apps aimed at Indian users.” Jain noted that penalties could include imprisonment and significant financial penalties, and that enforcement remains essential even when advertisers operate from abroad while targeting Indian audiences.
Digital Platforms Under the Spotlight
ASCI data revealed that just a small group of digital platforms hosted the vast majority of illegal betting advertisements. Meta platforms accounted for 79 percent of all betting-related infractions, with websites comprising 13.7 percent and Google responsible for 4.6 percent.
| Platform | Share of Betting Ad Violations (%) |
|---|---|
| Meta-owned platforms | 79 |
| Websites | 13.7 |
| 4.6 |
Offshore entities maintained their digital presence through influencer sponsorships, targeted advertisements, and affiliate-based campaigns. Methods including ephemeral posts, surrogate brands, and promo codes complicated efforts to trace and remove illicit ads. The combination of offshore hosting, hidden content, and recurring reposts enabled these betting platforms to remain accessible even post-takedown.
Kapoor commented, “Offshore and illegal betting promotions rely almost entirely on digital media, which accounts for 97.24 percent of all violations.” She further noted that influencer campaigns regularly appear in sponsored posts, online communities, and short-form video feeds.
Ongoing Enforcement Challenges
ASCI has escalated advertising violations daily to authorities, underscoring the scale of the problem. Despite enforcement actions, many offshore betting websites continue to be accessible to users in India, often circumventing regulatory reach. Advertising techniques adopted by these companies allow them to resurface swiftly after being flagged or removed.
Kapoor emphasized that, “ASCI’s codes and various regulatory mechanisms are already in place, but statutory action needs to strengthen for illegal categories.” She highlighted the continued intensity of illegal and offshore betting advertisement campaigns unearthed via proactive monitoring efforts.
Implications for User Safety and Market Integrity
The report demonstrated the speed with which illegal betting content spreads through digital networks, exposing large numbers of younger users via influencer audiences. Short-form videos and constant reposting amplify this challenge, while affiliate models obscure the distinction between content creators and operators, making accountability difficult to enforce.
Jain stated, “In the longer run, a controlled licensing framework, coupled with strict advertising and strong user protections guidelines, is likely to achieve the regulators’ objective of securing user interest and curbing dependence of Indian users on unregulated offshore players, as opposed to a complete ban.”
Call for Stronger Measures
ASCI’s findings show that illegal betting outfits are increasingly embedded within India’s digital content ecosystem, heavily leveraging influencer networks and rapid advertising cycles. Repeated infractions point to a pressing need for more rigorous authority action. The Council reiterated the necessity for steady enforcement and collaboration between platforms and regulators to minimize exposure to unlawful betting-related material. Without improved oversight, offshore companies are poised to continue exploiting digital loopholes and influencer partnerships to target Indian users on a large scale.
Industry Event Preview
SiGMA South Asia is scheduled from November 30 to December 2, 2025, in Colombo, where 5,000 delegates, over 100 speakers, and 1,000 operators will convene. The event promises high-impact networking and in-depth industry insights as emerging markets continue to develop.
- Author
Daniel Williams
