In a significant move to protect consumers from illegal offshore betting advertisements, the Advertising Standards Council of India (ASCI) has signed a Memorandum of Understanding (MoU) with leading online gaming industry bodies: the Federation of Indian Fantasy Sports (FIFS), the All India Gaming Federation (AIGF), and the E-Gaming Federation (EGF). This partnership aims to establish a robust framework to monitor, identify, and report unauthorized betting and gambling ads, thereby safeguarding Indian consumers from potential fraud and exposure to unregulated platforms.

Central to this collaboration is the creation of a special monitoring cell dedicated to:

• Screening Advertisements: Actively monitoring various media channels to detect ads from offshore betting and gambling entities that violate Indian laws.
• Reporting Violations: Flagging non-compliant advertisements to the Ministry of Information and Broadcasting and other relevant authorities for prompt action.
• Ensuring Compliance: Reviewing real-money gaming (RMG) advertisements to ensure adherence to the ASCI Code and promoting responsible advertising practices within the industry.

Since the MoU’s implementation in January 2025, the monitoring cell has:

• Flagged 413 Offshore Betting Ads: These advertisements were reported to the Ministry of Information and Broadcasting for necessary action.
• Reviewed 12 RMG Advertisements: Assessed for potential violations of ASCI’s guidelines to maintain ethical advertising standards.

Previously, between April 2023 and March 2024, ASCI identified 1,336 advertisements violating online gaming guidelines, including 492 related to real-money gaming.

Statements from Key Stakeholders

• Manisha Kapoor, CEO and Secretary General of ASCI, emphasized the initiative’s importance: “Indian consumers are exposed to numerous ads of offshore betting and gambling companies that have no accountability in India. Since gambling ads are prohibited in most parts of the country, their large-scale presence is a breach of the law.”
• Roland Landers, CEO of AIGF, highlighted the collaborative effort: “By collaborating with ASCI and fellow industry federations, we aim to tackle the growing challenge of offshore gambling ads and non-compliant advertising practices.”
• Anuraag Saxena, CEO of EGF, noted the consumer protection aspect: “Indian citizens have been duped and scammed by unscrupulous operators for years. The monitoring cell of ASCI will only turbo-boost our efforts.”
• Neil Castelino, CEO of FIFS, reiterated the commitment to responsible advertising: “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.”

This strategic alliance between ASCI and prominent online gaming federations marks a pivotal step toward curbing the proliferation of illegal offshore betting advertisements in India. By fostering a collaborative approach and establishing stringent monitoring mechanisms, the partnership aims to protect consumers, uphold legal standards, and promote a transparent and responsible gaming environment.

Key Highlights:

• ASCI collaborates with FIFS, AIGF, and EGF to combat illegal offshore betting ads.
• A special monitoring cell has been established to screen and report non-compliant advertisements.
• Since January 2025, 413 offshore betting ads have been flagged, and 12 RMG ads reviewed for guideline violations.
• The initiative aims to protect consumers and promote responsible advertising in India’s online gaming sector.