ASCI Cracks Down on Offshore Betting Ads and Non-Disclosure Violations
The Advertising Standards Council of India (ASCI) has reported a significant increase in ad violations, particularly in offshore betting and non-disclosure of brand partnerships by LinkedIn influencers. The report highlights the challenges and measures taken to address these issues.
AsciOffshore BettingLinkedin InfluencersAd ViolationsConsumer ProtectionReal Estate MaharashtraMay 29, 2025
When influencers fail to disclose material connections—using simple labels like ‘Ad’ or ‘Partnership’ which are prominent and unmissable, audiences may mistake sponsored content for independent opinion, the report added.
ASCI’s probe follows its advisory directing LinkedIn influencers to disclose material connections with advertisers during brand promotions. The body argued that non-disclosure misleads audiences and could necessitate potential action by regulators. Further, the Council mandated compliance with existing ASCI guidelines and Central Consumer Protection (CCPA) regulations under the Consumer Protection Act, 2019. Additionally, ASCI’s 2023 guidelines governing influencer advertising in digital media also mandate disclosure and registration requirements.
Offshore betting advertisements formed 43.5% of the total ad violations, with 318 influencers promoting such ads on social media. More than 31% of the influencers’ violations are from the betting segment. These ads also include digital posts impersonating personalities like actors and news anchors and community pages with individuals promoting exaggerated gains made through minimal bets.
Of the 7,199 ad violations investigated by ASCI, 94.4% were found on digital media, 2.6% on TV, and 2.4% on print. Within the digital sphere, Meta topped the list of ad violations with 79%, followed by websites with 12%, and Google and LinkedIn with 2% each.
The real estate sector contributed nearly 25% of ad violations, while personal care, healthcare, and food & beverages industries followed with 5.7%, 5.2%, and 4.7% of the total violations, respectively. The number of ads prohibited by law surged to 3,347 in the year from 2,707 in 2023-2024. This comprises ads promoting products like betting/gambling, magic health remedies, drugs, alcohol, and tobacco.
ASCI reported 233 ads to the Ministry of AYUSH for potential violations of the Drugs and Magic Remedies Act (DMR), 1954, 21 ads promoting alcohol to the I&B Ministry, and 12 ads promoting unauthorised forex trading to the RBI. The Council also reported 1,755 ads for infringing the Maharashtra Real Estate Regulatory Authority (MahaRERA) Act. The ads reportedly lacked mandatory requirements like project registration numbers and QR codes of project details, among other information.
Of the 1,015 advertisements processed for influencer violations, 48% were promptly corrected, while 33% promoted products prohibited by law. Influencer violations were spotted across categories like illegal betting (31.4%), fashion & lifestyle (16.2%), personal care (14.8%), and food & beverage (14.4%).
Approximately 211 advertisements were probed for exaggerated ‘green’ or environmental claims, up from 34 ad violations in 2023-2024. The ads either claimed their products as “eco-friendly” or “environmentally safe” with inadequate proof or used terms like “sustainable,” “biodegradable,” or “plastic-free” without proper explanation.
Finally, ASCI processed 659 of the 2,648 complaints forwarded by the general public in 2024-2025.
ASCI also claimed to amplify efforts to curb increasing gambling and betting ads. In light of the significant risks such offshore betting advertisements pose to consumer safety, ASCI’s special monitoring unit has intensified its surveillance efforts and will continue to bring these to the attention of the regulators for necessary action. It may be noted that most of these companies do not have an Indian presence even though they actively target Indian consumers.
The special monitoring cell is part of ASCI’s partnership with entities like the Federation of Indian Fantasy Sports (FIFS) and the All India Gaming Federation (AIGF) to address such advertisements by offshore entities. However, as MediaNama explored previously, ASCI’s efforts would potentially be met with jurisdictional challenges. Most offshore entities evade domestic laws instead of abiding by the regulations of the country where they are registered. Gaming companies prefer jurisdictions with convenient gambling regulations, like the Isle of Man and Malta. Consequently, without proper oversight, the enforcement of Indian laws remains limited to other actions, like blocking access.
Frequently Asked Questions
What is the primary focus of ASCI's recent investigation?
ASCI's recent investigation primarily focuses on non-disclosure of brand partnerships by LinkedIn influencers and offshore betting advertisements.
How many ad violations did ASCI investigate in 2024-2025?
ASCI investigated 7,199 ad violations in 2024-2025.
What percentage of ad violations were found on digital media?
94.4% of ad violations were found on digital media.
What are the key sectors contributing to ad violations?
The key sectors contributing to ad violations are real estate, personal care, healthcare, and food & beverages.
What challenges does ASCI face in enforcing regulations on offshore betting ads?
ASCI faces jurisdictional challenges as most offshore entities evade domestic laws by operating in jurisdictions with convenient gambling regulations.
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