How to Run Gambling Ads in India: A Complete Guide
Gambling is a lucrative industry, but advertising it in India comes with several legal and ethical challenges. The laws around gambling advertisements are strict, and businesses must navigate regulatory restrictions carefully. This guide explores the legal framework, strategies, and best practices for running gambling ads in India.

1. Understanding the Legal Framework
a) Laws Governing Gambling in India
Gambling in India is regulated by multiple laws at the central and state levels. Some of the key regulations include:
- The Public Gambling Act, 1867: This law prohibits running or visiting a gambling house in India but does not explicitly cover online gambling.
- State-Specific Laws: Individual states have their own laws regarding gambling. For example, Goa, Sikkim, and Daman have legalized some forms of gambling.
- The Information Technology Act, 2000: This act does not explicitly prohibit online gambling but empowers the government to block illegal betting sites.
- Advertising Standards Council of India (ASCI) Guidelines: ASCI has specific guidelines for gambling advertisements, ensuring they do not mislead consumers.
Since most online gambling platforms operate offshore, they often target Indian audiences, leading to legal gray areas.
b) Online vs. Offline Gambling Ads
Online gambling advertisements are under stricter scrutiny, especially on digital platforms like Google and social media. While some offshore casinos and betting platforms manage to advertise, they must adhere to strict rules to avoid legal consequences.
2. Platforms That Allow Gambling Ads
a) Google Ads and Social Media
Google and Facebook have strict policies against gambling advertisements in India. However, some platforms allow gambling-related promotions under specific conditions, such as targeting users in states where it is legal.
- Google Ads: Generally prohibits gambling ads in India but allows promotions in jurisdictions where gambling is legal.
- Facebook and Instagram: Require special approval for gambling-related ads and must comply with local regulations.
- YouTube: Does not allow gambling ads targeting Indian audiences.
- Native Advertising & Influencer Marketing: Some brands use influencers or content marketing to promote gambling indirectly.
3. Strategies to Run Gambling Ads in India
a) Using Surrogate Advertising
Surrogate advertising is a technique where brands promote non-gambling products under the same name as a gambling business. Examples include fantasy sports apps sponsoring events without directly promoting gambling.
b) Promoting Skill-Based Gaming
Games involving skill rather than pure chance, such as poker and fantasy sports, have a legal standing in India. Platforms like Dream11 successfully run advertisements under this category.
c) Targeting International Users
Many gambling companies advertise in India while targeting international audiences. They use geotargeting to ensure their ads comply with local regulations.
d) SEO and Content Marketing
Instead of direct advertisements, many companies invest in search engine optimization (SEO) and content marketing. Blog posts, tutorials, and strategy guides related to gambling can attract organic traffic without violating ad policies.
e) Affiliate Marketing
Affiliate marketing allows gambling businesses to promote their services through third-party websites. Affiliates earn commissions for referring users, making it an effective yet indirect advertising strategy.
4. Compliance and Ethical Considerations
a) Avoiding False Claims
Gambling ads must not make unrealistic promises, such as “guaranteed winnings.” Misleading advertisements can lead to penalties and legal action.
b) Age Restrictions
All gambling-related promotions must ensure they target users above the legal age (18+ in most cases). Platforms must use age-gating mechanisms to restrict access.
c) Responsible Gambling Messages
Many jurisdictions require gambling ads to include responsible gambling messages, encouraging users to play responsibly and seek help if needed.
d) Regulatory Approvals
Businesses must seek legal counsel and approval before running gambling advertisements to ensure compliance with local laws.
5. Future of Gambling Advertising in India
With growing internet penetration and mobile gaming trends, the gambling industry will continue evolving. The government may introduce new regulations to govern online gambling more effectively. Until then, businesses must follow legal and ethical guidelines to run gambling ads safely in India.
Conclusion
Running gambling ads in India requires a strategic and legal approach. Understanding the laws, choosing the right advertising channels, and ensuring compliance with regulations are crucial for success. Whether through surrogate advertising, affiliate marketing, or content-based strategies, businesses must tread carefully to avoid legal repercussions while effectively reaching their audience.
Contact for Gambling Advertising
Adsetwe LLC
Visit : Dadar Goh Aurangabad Bihar
Email: marketing@adsetweb.com