Mumbai: In a landmark move to combat the rising concerns over illegal betting and gambling advertisements from 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 January 2, 2025.
This collaboration establishes a strategic framework for addressing the challenges posed by offshore betting and gambling ads, with a particular focus on creating a special monitoring cell. The new cell will screen and report these illegal advertisements to the concerned ministries and ensure that real-money gaming (RMG) advertisements adhere to the ASCI Code. This partnership aims to strengthen compliance within the RMG industry and surface any ads that violate advertising guidelines, ultimately protecting consumers from deceptive promotions.
Since the MoU’s initiation in January, ASCI has flagged 413 offshore betting ads to the Ministry of Information and Broadcasting and processed 12 real-money gaming ads for potential violations of ASCI’s guidelines. Previously, from April 2023 to March 2024, ASCI flagged 1,336 illegal betting ads to the Ministry, leading to the blocking of these ads and related platforms. Additionally, 492 real-money gaming cases were addressed during this period.
Indian state laws prohibit gambling and offshore betting activities, making advertisements for such activities illegal. However, online real-money games, which require skill, are allowed and advertised in most states. Some offshore gambling entities have attempted to present themselves as legally permitted gaming platforms, underlining the need for this initiative to identify and report such deceptive ads.
ASCI’s guidelines for the “Advertising of Online Gaming for Real Money Winnings” require that these ads remain responsible, avoid depicting minors, and provide necessary disclaimers about the risks associated with such games.
Manisha Kapoor, CEO and Secretary General of 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.”
