India's ad watchdog partners with gaming bodies to curb illegal betting ads

The Advertising Standards Council of India (ASCI) has signed a memorandum of understanding (MoU) with three online gaming federations while partnering with them. The online gaming industry bodies involved are the Federation of Indian Fantasy Sports (FIFS), All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF). ASCI plans to curtail the growth of illegal offshore betting advertisements through this industry collaboration move. The partnership aims to protect consumers and enhance compliance within the real-money gaming (RMG) sector as well.

Under the terms of the deal, the parties involved will create a monitoring cell tasked with detecting and reporting offshore betting and gambling advertisements. The cell will also check and evaluate real money gaming advertisements (RMG ads) to ascertain whether they are in compliance with ASCI's existing guidelines. Any advertisements found in violation of these guidelines or laws will be flagged and shared with the appropriate ministries and government authorities for further review and action.

Manisha Kapoor, CEO and secretary general of the 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. We welcome the proactive initiative of the gaming associations of working with the self-regulator to create a special monitoring cell for the industry.”

Since the MoU signing in January, ASCI, in collaboration with the new gaming industry partners, has shared 413 offshore betting ads with the Ministry of Information and Broadcasting (MIB). The agency has also flagged 12 RMG ads for potential violations of its code. During the last financial year (April 2023—March 2024) ASCI referred nearly 1,336 ads to the MIB, leading to actions such as blocking of those advertisements and the associated platforms. ASCI also tackled 492 cases involving RMG ads during the same period.

Neil Castelino, CEO, Federation of Indian Fantasy Sports, said, “Members of FIFS have demonstrated their compliance with responsible advertising through implementation of the ASCI guidelines and FIFS Charter. Through this collaboration, we hope that Indian consumers are not exposed to illegal platforms in the guise of online gaming.”

The collaboration also marks efforts being taken by the gaming federations. For instance, FIFS has implemented ASCI guidelines and its FIFS Charter advocate for responsible advertising. Similarly, EGF has implemented policies that expect their members to follow responsible gaming practices and audits.

Anuraag Saxena, CEO, E-Gaming Federation (EGF), said, “Indian citizens have been duped and scammed by unscrupulous operators for years. Together, with ASCI, we will uphold high ethical standards and create a safer, more trusted gaming landscape for all.”

The All India Gaming Federation also advocates for transparency and accountability in the industry. The new monitoring cell is expected to work towards improving the effectiveness of these efforts, leading to creation of a safe and reliable gaming environment for Indian consumers.

As gambling and offshore betting are prohibited by Indian laws, the advertisements about these activities are also considered illegal. Real-money games (RMG) that call for skills on part of the gamers, are allowed under most state laws, and their advertising is also allowed by law.

Roland Landers, CEO, All India Gaming Federations (AIGF), said, “By collaborating with ASCI and fellow industry federations, AIGF aims to tackle the growing challenge of offshore gambling ads and non-compliant advertising practices.”

ASCI’s guidelines for RMG ads specify that such ads must be responsible, avoiding depictions of minors and not promoting winnings as a way of life. These ads must also carry disclaimers about the risks of such activities. Moreover, some offshore betting entities are found deceitfully projecting themselves as legal gaming platforms. Such instances expose Indian consumers to advertisements from offshore operators who lack accountability within India, and therefore, call for their identification and the escalation of their ads for regulatory action, according to ASCI.