Offshore Betting Ads Dominate India’s FY26 Advertising Violations

According to the Advertising Standards Council of India’s latest annual report , offshore operators were responsible for the majority of advertising violations recorded in India during FY26.

The body reviewed 11,581 cases between April 2025 and March 2026, a 21% increase from the previous year. It also examined 9,841 advertisements, up 37% year-on-year. Of all violations identified during the period, 6,933 were linked to offshore betting sites.

Digital channels accounted for 97.3% of all cases reviewed, highlighting the growing challenge of policing online advertising. This increase follows the introduction of the Promotion and Regulation of Online Gaming Act (PROGA), prohibiting online real-money gaming and related advertising.

Offshore Betting Advertising Increased After PROGA

In the eight months before the legislation took effect, ASCI tracked an average of 594 offshore betting advertisements monthly. During the next four months, this figure rose to 795 monthly advertisements.

Across the full year, ASCI tracked 7,927 offshore betting advertisements, making the sector the single largest source of advertising violations. The report suggests many operators adapted by opting for digital channels that are difficult to monitor.

Social media platforms, affiliate networks, influencers and private messaging groups have become important distribution channels for gambling promotions targeting Indian consumers. Many of these operators are based outside India, limiting the effectiveness of domestic enforcement measures.

ASCI Chairman Sudhanshu Vats commented on the situation. “This year’s complaints data is the reflection of an advertising ecosystem that is being reshaped by intense competition, speed and digital amplification. The report’s findings underline the urgent need for stronger accountability, better substantiation standards, responsible influencer practices and preventive approaches to governance in digital advertising.”

Frequent changes to promotional content and distribution methods have also kept regulators off the pace.

Influencer Marketing Creates New Compliance Challenges

Digital platforms accounted for almost all advertising violations identified by ASCI, while traditional media channels such as television and print maintained higher compliance levels.

Influencer marketing emerged as one of the most challenging areas. Of the 1,609 influencer advertisements reviewed during FY26, almost all required some form of corrective action such as vague disclosures, misleading claims or direct promotion of restricted products.

Between April and December 2025 alone, ASCI identified 854 influencer posts linked to illegal betting operators. Some creators appeared to rely heavily on betting promotions as part of their content strategy.

The regulator noted that the speed of digital advertising presents a major obstacle. By the time a problematic campaign is detected, it may already have reached millions of users through algorithm-driven feeds and influencer networks.

Also, the increased use of affiliate links, native advertising and user-generated content has further blurred the distinction between organic content and paid promotions.

Technology Helps Improve Enforcement And Compliance

To respond to these challenges, ASCI has invested in proactive monitoring. The organisation uses automated monitoring technology to scan large volumes of online content and identify potential violations before they reach a large audience.

The system helps regulators detect problematic campaigns earlier and prioritise enforcement activity more efficiently. ASCI has also expanded cooperation with government agencies, including the Ministry of Information and Broadcasting and the Telangana Real Estate Regulatory Authority.

“In the digital era, ASCI has constantly pushed the boundaries on consumer protection. Our proactive monitoring system has allowed us to act at a scale and speed that complaint-driven models cannot match,” ASCI CEO and Secretary General Manisha Kapoor added.

Compliance Improves Despite Ongoing Challenges

The ASCI report featured some good news. Overall compliance improved from 83% to 86% during FY26. More notably, 61% of flagged advertisements were either withdrawn or modified voluntarily after advertisers were notified of potential issues.

However, traditional media, TV, and print set the benchmark, maintaining a compliance rate of 97%. This comes as no surprise after decades of established review processes and professional norms.

As regulators refine their approach, there is an increased need for clearer guidelines around digital advertising. As discussions continue, restrictions on offshore betting promotions and influencer disclosure rules are among the other areas that will be addressed in the Indian gambling industry.

ASCI’s latest advertising report shows that many brands have shifted toward influencer partnerships and affiliate marketing strategies more difficult to monitor after the ban on gambling advertising. This is evidence that prohibition does not automatically eliminate exposure to offshore operators.