India Bans Betting Ads, but Offshore Operators Keep Cashing In…

Why It Matters

The spike in illegal betting ads highlights a regulatory blind spot that threatens consumer protection and undermines India’s effort to curb gambling‑related harms. It also signals a lucrative, hard‑to‑police market for offshore operators.

Key Takeaways

• Offshore betting ads made up 72% of ASCI violations FY26.
• Monthly betting ads rose from 594 to 795 after PROGA.
• 97% of violations were online, driven by social media.
• Influencer promos required changes in 97% of reviewed cases.
• Cross‑border domains and shifting platforms hinder enforcement.

Pulse Analysis

India’s recent legislative push with PROGA reflects a broader global trend to clamp down on online gambling, yet the law’s impact is being undercut by a flood of offshore betting advertisements. Data from the Advertising Standards Council of India shows that despite the ban, betting‑related promotions now dominate the advertising violation landscape, accounting for more than two‑thirds of all flagged content. This surge underscores how digital ecosystems can outpace national policy, especially when foreign operators can target Indian users without a physical presence.

The digital advertising arena, particularly social media, has become the primary conduit for these illicit promotions. Influencer marketing, a fast‑growing segment, saw 97% of reviewed influencer ads flagged for non‑compliance, revealing how credibility is manufactured through seemingly authentic voices. The fluid nature of online domains and the ease of shifting URLs further complicate enforcement, allowing offshore platforms to evade detection and quickly replace removed content. This borderless environment challenges traditional regulatory tools that rely on jurisdictional authority and highlights the need for cross‑border cooperation and advanced monitoring technologies.

For regulators, the stakes are high. Persistent illegal betting ads erode consumer trust, potentially expose vulnerable populations to gambling harms, and create an uneven playing field for domestic operators abiding by the law. Addressing the issue may require a mix of stricter platform accountability, real‑time ad‑tracking, and international agreements to hold offshore entities liable. Meanwhile, advertisers and influencers must navigate tighter compliance expectations, as the cost of non‑compliance rises in a market where digital reach is both a powerful asset and a regulatory liability.