In line with growing concerns over offshore betting and gambling advertisements, the Advertising Standards Council of India (ASCI) has signed a new Memorandum of Understanding (MoU).

The organisation has linked up with the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF) as well as the E-Gaming Federation (EGF) to establish a framework to address these challenges through a special monitoring cell.

The cell focuses on screening and reporting offshore betting and gambling advertisements to the concerned ministries. 

Manisha Kapoor, CEO and Secretary General at ASCI, commented: “Indian consumers are exposed to numerous ads of offshore betting and gambling companies that have no accountability in India. 

“Several Indian celebrities have also 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.”

In further detail, the cell also screens and processes real-money gaming advertisements that are found to be in potential violation of the Indian advertising authority’s code. 

The partnership aims to surface illegal ads and also strengthen compliance of the real-money gaming industry. 

“It is also key that the gaming industry, whose advertising is permissible in India, remains compliant with the ASCI Code,” added Kapoor.  

“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 came into place in January 2025, the ASCI has flagged 413 offshore gambling ads to the Ministry of Information and Broadcasting (MIB) and processed 12 advertisements for potential violation of ASCI’s real-money gaming guidelines. 

For real-money gaming advertising, ASCI’s code requires advertisers to ensure that campaigns are responsible and do not depict minors or represent winnings as a means of livelihood. 

Anuraag Saxena, CEO of the E-Gaming Federation, stated: “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.”

Moreover, real-money gaming adverts are required to carry disclaimers to inform consumers of the risks associated with these games.

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 real-money gaming industry.”

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