In 2025, the Advertising Standards Council of India (ASCI) identified a significant rise in illegal betting promotions across digital platforms. This trend highlights the rapid adaptation of unregistered operators exploiting gaps in India’s ad regulations. Between April and September, ASCI processed 6,117 advertisements from a total of 6,841 complaints, marking a 70% increase in complaints and a 102% rise in investigated cases compared to the previous year. This uptick is attributed to enhanced surveillance, increased consumer awareness, and stronger collaboration with the Ministry of Information and Broadcasting.
Illegal betting emerged as the predominant issue in India’s advertising violations, with 4,575 betting ads flagged in the first half of the year. Additionally, three instances of surrogate promotion for gambling brands were noted. These figures underscore the pervasive nature of unregulated promotions in the gambling sector. Following gambling, the personal care, healthcare, food and beverage, and education sectors exhibited the most breaches, collectively accounting for nearly 90% of all violations. Of the ads investigated, 98% required modifications, signaling a widespread disregard for advertising norms.
ASCI reported that 97% of all violations occurred on digital platforms, with Meta and Google bearing the brunt of flagged ads. Specifically, Meta platforms hosted 78.9% of these offending ads, followed by websites at 13.7%, Google at 4.6%, and property portals at 3%. In contrast, traditional media accounted for less than 3% of total violations, illustrating the dominant role of online advertising for both legitimate and illicit promotions.
The report also illuminated issues within influencer marketing. ASCI reviewed 1,173 influencer ads, 98% of which required changes. Over half of these promoted legally prohibited products, and three-quarters lacked necessary disclosure labels. Such findings prompted ASCI to call for elevated standards among influencers and digital advertisers.
ASCI’s CEO, Manisha Kapoor, remarked on the challenges to maintaining integrity in India’s digital marketplace. The persistent exposure to betting ads despite bans, coupled with the low standards set by influential figures, highlighted ongoing issues. Kapoor noted that consumer trust is precarious in the digital age, and such practices jeopardize the industry’s credibility. Yet, she observed an increase in voluntary compliance and uncontested cases, suggesting a slow but growing acknowledgment of accountability importance among brands.
As India contemplates a national framework for online gaming and stricter penalties for unauthorized betting platforms, the urgency for regulatory reform intensifies. The debate highlights the need for enhanced coordination between government bodies and digital platforms to curb illegal promotions. With over 4,000 betting ads identified in just six months, the scope of the problem indicates that the online gambling ecosystem is evolving faster than current enforcement mechanisms.
Looking forward, ASCI is poised to enhance real-time monitoring and broaden partnerships with regulators to swiftly identify new violations. This proactive approach aims to address the evolving challenges in India’s advertising landscape. The pressing question remains whether enforcement efforts can match the pace of innovation, and if regulators and platforms can restore consumer trust before it erodes further.
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