Offshore betting companies are intensifying their presence in India’s digital advertising space by using influencers and content creators, even as the Promotion and Regulation of Online Gaming Act 2025 (PROGA) imposes strict bans on such promotions. Fresh data from the Advertising Standards Council of India’s (ASCI) Half-Yearly Complaints Report for April to September 2025 shows a sharp growth in illegal betting ads and repeated misuse of social media platforms for targeting Indian users.
According to ASCI, offshore and illegal betting promotions that are banned in India formed the largest share of advertising violations in the first half of FY26. The Council flagged 4,575 such ads, with nearly all identified through proactive surveillance. These violations were escalated to 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 the violations are concentrated in the digital space. Kapoor said, “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 added that most of these operations originate from outside India. She said, “Post the introduction of the PROGA, offshore companies intensified their efforts to reach the Indian consumers.”
A major shift highlighted in the report is the rising use of Indian influencers by offshore betting operators. ASCI examined 1,173 influencer advertisements during the period and found that 683 promoted betting platforms. These platforms are often based in countries with lenient gambling rules and are not registered in India.
(Source: Advertising Standards Council of India)
More than 75 percent of influencer-related violations were linked to betting and personal care promotions. The Council found that many creators presented betting promotions as game reviews, match insights or entertainment partnerships. Mandatory disclosures were often missing. Almost 90 percent of influencers corrected their posts only after being contacted by ASCI.
Chirag Jain, Associate Partner at DSK Legal, told SiGMA News that the current legislation establishes a firm ban. Jain said, “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 include the possibility of imprisonment and substantial fines. He also stated that enforcement will play a major role where advertisers operate offshore but target Indian users.
ASCI’s data shows that illegal betting promotions are concentrated on a handful of digital platforms. Meta-owned platforms accounted for 79 percent of all betting-related violations. Websites made up 13.7 percent of the total and Google accounted for 4.6 percent.
Offshore companies continued to purchase influencer endorsements, targeted ads and affiliate-linked promotions. These methods included short-lived posts, surrogate brand strategies and promo-code campaigns that made detection more difficult. The mix of offshore hosting, masked content and frequent reposting allowed betting platforms to stay active even after removal.
Kapoor said digital channels remain central to the spread of these ads. She said, “Offshore and illegal betting promotions rely almost entirely on digital media, which accounts for 97.24 percent of all violations.” She added that influencer-led promotions continue to appear across sponsored posts, community pages and short video feeds.
ASCI’s daily escalations to authorities reflect the scale of violations. Despite takedown actions, many offshore betting websites stay accessible to Indian users. Their ability to operate beyond India’s jurisdiction makes enforcement difficult. The Council noted that the advertising techniques used by these entities allow them to reappear quickly even after being flagged.
Kapoor said that ASCI’s codes and various regulatory mechanisms are already in place, but statutory action needs to strengthen for illegal categories. She said ASCI identified illegal or offshore betting ads through proactive monitoring, highlighting the continued intensity of these campaigns.
The report shows how rapidly illegal content travels across digital networks. Younger users form a large portion of influencer audiences, increasing exposure levels. Short-video formats and repeated reposting add to the challenge. Offshore operators benefit from affiliate models, which blur accountability between creators and companies.
Jain stated that long-term solutions may include a regulated environment that reduces dependence on offshore operators. He said, “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.”
ASCI’s findings show that illegal betting platforms are embedding themselves deeper into India’s digital content landscape. Violations are overwhelmingly online and influenced by rapid advertising cycles, short videos and influencer networks. Offshore companies continue to operate outside Indian regulations, while Indian creators face penalties for promotion.
The Council has called for stronger action from authorities to reduce repeat violations. ASCI also emphasised that consistent enforcement and cooperation between platforms and regulators will be essential to limit exposure to illegal betting content. The report shows that without stronger oversight, offshore platforms will continue to use digital loopholes and influencer networks to target Indian audiences at scale.
#IndiaOnlineGaming #IllegalBetting #DigitalAdvertising #ASCI #Regulation
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