Ahead of IPL, surge in offshore betting ads across traditional and digital platforms

A sharp spike in offshore betting and gambling advertisements ahead of the Indian Premier League has raised fresh concerns among regulators and industry stakeholders. Experts warn that gaps in enforcement and policy design have enabled illegal operators to aggressively target Indian audiences during peak sporting events.

The reported surge visible across outdoor, radio and digital platforms, social media and influencer-led promotions comes at a time when the government has put restrictions on real-money gaming advertisements. However, experts say these curbs may have inadvertently created space for offshore betting platforms to fill the vacuum.

Sahil Chopra, Chairman of the Indian Influencer Governing Council (IIGC), said the rise in promotions is clearly linked to marquee events like the IPL. “We are seeing a clear increase in betting and gambling promotions across mediums, including social media. This is a serious concern given the legal and consumer risks involved,” he noted.

Snigdhaneel Satpathy, Partner at Saraf and Partners, described the trend as a “not entirely surprising” outcome of selective restrictions. “Tighter controls on lawful gaming advertisements, without commensurate enforcement against unregulated offshore operators and their intermediaries, risk distorting the market rather than addressing consumer protection concerns,” he said.

IPL effect amplifies illegal ad surge

The IPL remains one of the most lucrative windows for betting operators, given its massive reach and high user engagement. With advertising demand peaking around the tournament, offshore platforms are ramping up visibility through surrogate branding, programmatic ad placements and partnerships that often operate in regulatory grey areas.

Sharing the influencer marketing aspect, Chopra said: “In many cases, influencers are not acting out of malice but due to limited awareness of India’s strict rules. This creates compliance risks at scale.” There is a need for stronger industry-led education and certification mechanisms, he added.

Enforcement gaps and platform responsibility

Legal experts argue that enforcement must evolve to match the sophistication of offshore operators, particularly in digital advertising ecosystems.

Vidushpat Singhania, Managing Director at Krida Legal, said technology platforms need to play a more proactive role. “The law is clear, but enforcement cannot rely solely on government action. Platforms like Google, Meta and YouTube must deploy screening systems that automatically detect and block ads from unlicensed betting operators before they go live,” he said.

Singhania also pointed to the absence of a clearly defined regulatory distinction between skill-based and chance-based gaming as a structural issue. A more nuanced framework, he said, could enable better control over advertising through age-gating, geo-targeting and licensing mechanisms.

Data points to rising violations

The scale of the problem could be gauged from enforcement data. According to the Advertising Standards Council of India (ASCI), complaints related to offshore betting advertisements rose 70 per cent between April and September 2025, while the number of ads reviewed for violations jumped 102 per cent.

ASCI flagged over 4,575 offshore or illegal betting advertisements between April and September 2025, followed by another 3,305 ads between September 2025 and January 2026, indicating sustained momentum despite regulatory scrutiny.

Industry reports suggest that a significant portion of users have migrated to offshore platforms following tighter domestic regulations. Operators such as Bet365, Betway, NetBet, Paddy Power and 1xBet continue to actively target Indian consumers while remaining outside the country’s regulatory and consumer protection framework.

The Promotion and Regulation of Online Gaming Act 2025 (PROGA), which bars advertising of online real-money gaming including offshore betting platforms, is yet to be fully enforced—something experts believe is contributing to the current surge.

ED probes advertising agencies

The Enforcement Directorate has also widened its probe to include advertising arrangements tied to the promotion of betting platforms. The agency had said that Parthtech Developers LLP, which operates high-traffic cricket platforms CREX and OneCricket, entered into structured advertisement agreements with Bwise Media AG for the promotion of illegal betting platforms, including 1xBet

Statements recorded under Section 50 of the PMLA indicated that advertisements for 1xBet were allegedly directly booked, geo-targeted and executed on the CREX platform through Parthtech’s in-house advertisement server, identified as “Parth Adex”.

The ED is examining the nature of these commercial arrangements and whether due diligence norms were adhered to while onboarding advertising clients. The findings could have broader implications for digital publishers and ad-tech intermediaries that monetise traffic through programmatic or direct ad deals.

Need for coordinated response

Taken together, the rise in betting advertisements ahead of the IPL underscores a broader challenge: balancing regulatory intent with effective enforcement in a fast-evolving digital ecosystem.

Experts argue that a coordinated approach combining stricter enforcement against illegal operators, greater accountability for intermediaries, clearer regulatory frameworks and consumer awareness will be critical to curb the influence of offshore betting platforms.

As IPL viewership is expected to peak in the coming weeks, policymakers and industry alike will closely watch the effectiveness of these measures.