Ad regulator flags betting ads as biggest violators; influencers amid top rule breakers

Top ad violators

The Advertising Standards Council of India (ASCI), in its half-yearly complaints report (2025–26), has once again found the offshore/illegal betting advertisement category as top violator of advertising guidelines.

While the introduction of the Promotion and Regulation of Online Gaming Act, 2025, aims to establish a clear ban on betting and real money games, there is a widespread presence of offshore/illegal betting sites that are accessible to Indian consumers in violation of this Act, ASCI said.

Of the 4,578 cases flagged under the betting category, 683 ads were influencer promotions. High volume of sponsored ads, accounting for 91% of cases, led ASCI to report daily to the Ministry of Information & Broadcasting for swift takedowns of such ads.

"These ads, often disguised as gaming promotions or influencer collaborations, continue to reach consumers through digital media despite being legally prohibited," the regulator noted.

ASCI in total reviewed 6,841 complaints and investigated 6,117 advertisements between April and September 2025 out of which 4,575 ads were reported under the illegal betting category while 3 others were reported as surrogates. Other violators include personal care with 367 cases, healthcare at 332, food and beverage at 211, and education at 71. Together, they accounted for nearly 90% of cases processed.

Also, digital media continue to dominate advertising violations, accounting for 97% of the total violations, led by Meta, Google and property portals.

Traditional media, such as TV and print, accounted for less than 3% of cases.

The ad regulator noted that there was a sharp 70% rise in complaints and a 102% surge in ads processed over the same period last year.

ASCI also pointed to sharper scrutiny for influencers.

Out of the 1,173 influencer advertisements that were investigated, 98% required modification and nearly 59% promoted products that are disallowed by law.

More than 75% influencer ads that were reviewed belonged to betting and personal care categories.

“The widespread exposure to betting ads despite the ban, as well as the disappointing standards set by top influencers, are some challenges that have come to the fore in our recent work. Consumer trust can be fragile in the digital age, and such practices create problems for the industry at large," Manisha Kapoor, CEO and Secretary General, ASCI, said.

The regulator had conducted a dipstick study on Forbes India’s Top 100 Digital Stars 2024, who collectively command a following of over 110 million. The study revealed an increase in the number of influencers failing to disclose paid collaborations to 76% versus 69% in the previous year, resulting in non-compliance with both ASCI’s Influencer Advertising Guidelines and the Regulatory disclosure norms underlined by the Central Consumer Protection Authority (CCPA).

"Despite these clear guidelines, many influencers continue to disregard their ethical and legal obligations. Top influencers, backed by major brands and ample resources, remain frequent violators, increasing reputational and regulatory risks for both themselves and the brands they endorse. This sets a poor standard for authenticity and honesty in influencer advertising," the regulator said.

On the other hand, voluntary compliance among influencers hit 90%. "This shows that, when violations are spotted, influencers are willing to correct them. However, many still count on their violations not being spotted at all. The violations mainly included failing to disclose paid collaborations," ASCI added.

Also across categories there is rise in uncontested cases, driving effective resolution, voluntary compliance. As many as 62% of ads in the half-yearly period found to be violative were withdrawn or modified without contest after ASCI’s intimation as compared to 59% in overall FY25.

Overall voluntary compliance rates rose to 88% between April to September, 2025 versus 83% in FY25.

"ASCI’s enhanced monitoring systems, as well as working with digital platforms and regulators, have significantly bolstered early detection and reporting of violations. The rise in consumer complaints from 306 in 2024 to 405 in 2025 in the same half-yearly period also points to public awareness of responsible advertising and greater trust in self-regulation," the regulator said.