India’s recent regulatory measures on online gaming and betting have not curbed the rise in offshore gambling ads, as revealed in the Advertising Standards Council of India’s (ASCI) latest annual complaints report. Read on for a detailed analysis of the findings and their implications for the gambling and affiliate marketing sectors.
Key Takeaways
- Offshore betting ads increased after new regulations took effect.
- Offshore operators use digital platforms, influencers, and affiliates to reach Indian audiences.
- The report highlights ongoing challenges for regulators and platforms in curbing illegal gambling promotions.
Offshore Betting Ads Surge Despite Regulatory Crackdown
Regulatory Changes and Their Impact
The Advertising Standards Council of India (ASCI) has reported a continued surge in offshore gambling advertisements targeting Indian users, even after the introduction of the Promotion and Regulation of Online Gaming Act (PROGA) in August 2025. According to ASCI’s annual complaints report, 7,927 offshore betting ads were identified in 2025, with 6,933 flagged between April and December alone. This makes betting the leading category for advertising violations in India.
Increase in Violative Ads Post-PROGA
Data from the report indicates that the average number of violative betting ads rose from 594 per month before PROGA to 795 per month after the law was implemented. This trend suggests that enforcement measures have not fully addressed the issue, particularly in the fast-evolving digital advertising landscape.
Methods Used by Offshore Operators
Digital Platforms and Affiliate Marketing
Offshore gambling operators have continued to exploit digital advertising systems, particularly those offered by Meta, to reach Indian consumers. The report notes that these operators also rely on influencers, affiliate marketers, messaging apps, and community pages to evade detection. Some operators reportedly switched between more than 60 domains, quickly reestablishing their presence through new accounts and brand variations after takedowns.
Influencer and Affiliate Involvement
ASCI identified 854 influencers promoting offshore betting content from April to December 2025. Several of these accounts were dedicated solely to gambling-related promotions, highlighting the role of affiliate marketing in expanding the reach of offshore betting platforms. The use of localised messages and influencer-led content such as “pro tips” and “how to win” guides is noted as a tactic to build legitimacy and encourage gambling participation among Indian audiences.
Regulatory and Industry Response
Enforcement Challenges
The ASCI report points out that many platforms act on illegal betting ads only after receiving regulatory notifications, rather than proactively blocking such promotions. This reactive approach, combined with the fragmented nature of digital enforcement, allows offshore operators to continue exploiting regulatory loopholes.
Impact on Domestic and Offshore Entities
While domestic real-money gaming companies have largely paused advertising following the introduction of PROGA, offshore operators persist in targeting Indian users. The findings underscore the need for stronger advertiser verification systems and real-time moderation tools as India’s digital advertising economy continues to grow.
Risks to Consumers
ASCI warns that exposure to offshore betting promotions increases the risk of fraud, financial loss, and addiction, particularly among younger users. The report calls attention to the importance of ongoing vigilance from both regulators and technology platforms to address these challenges.
First Published on June 1, 2026, 07:01:02 IST.
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