Indian Government to Introduce Stricter Advertising Rules for Online Betting Platforms
In a bid to combat the growing prevalence of online betting advertisements, the Indian government is planning to introduce new regulations under the Information Technology (IT) Rules, requiring publishers to adhere to a Code of Advertisements (Surrogate ads**) for online media aswell. This has been implemented on the grounds of protecting vulnerable people from exploitation.
This will include, but not be limited to, mandates on when and where ads can appear, as well as the types of language that can be used in advertising. Additionally, this code seeks to prevent fraudulent activities by banning any advertisement which is misleading or deceptive. The Code also ensures that all advertisements are properly labeled so as to avoid any confusion amongst potential consumers.
EsportPort stands behind this initiative and fully supports the implementation of stringent regulations for online betting in India. We believe it is important to ensure responsible gambling behaviour and create a safe environment for our customers while continuing to provide them with an enjoyable experience at our platform. Allowing these new rules will help protect vulnerable individuals from becoming victims of gambling addiction and any fraudulent activities. We strive to be a responsible online gaming provider by offering quality services and products to our customers while abiding by the rules set forth by the regulatory authorities.
This new mandate is expected to be incorporated into the “Digital Media Ethics Code Rules,” a segment of the IT Rules that primarily applies to publishers of news, current affairs content, and online curated material.
Impact on the Online Betting Industry
According to a senior government official, the new norms under the digital media guidelines will mandate that advertisements should not go against the advertising code. The government has consistently emphasized adherence to the Code of Advertisement through a series of advisories sent to betting platforms.
Earlier this year, the Ministry of Information and Broadcasting (MIB) issued an advisory to curb outdoor advertisements of betting and gambling platforms.
Legal Context
MIB secretary Apurva Chandra has written a letter to chief secretaries of all states and UTs to curb outdoor ads. He noted that betting and gambling is illegal in most parts of the country, as they pose financial and social economic risks for consumers, especially youth and children.
The MIB had previously advised media entities, platforms, and online advertising intermediaries to avoid hosting advertisements or promotional content related to betting platforms. Last October, the ministry issued advisories directing online ad intermediaries not to target material related to online betting toward an Indian audience. They warned of penalties for TV channels and OTT platforms in case of violations, although the amount of the penalty wasn’t specified.
Expected Implementation Date
In February, the government banned 138 Chinese betting apps for violating Section 69 of the IT Act. Additionally, the Centre directed tech giants like Google to cease marketing ads for overseas online betting platforms such as Betway and 1xBet in India last year.
The Mahadev betting scam has recently come into the national spotlight, as the Enforcement Directorate (ED) has filed charges against its promoters and 12 others, with celebrities also under scrutiny.
Stakeholders’ Opinions and Perspectives
Stakeholders such as the online betting industry, regulators, and internet service providers are likely to have mixed reactions to this move. While the industry may argue that these new rules limit their marketing reach and potential customer pool, regulators and ISPs may view them as necessary to combat illegal betting activities and protect vulnerable individuals from the financial and social risks associated with online betting.
Recommendations for Individuals Using or Considering Using Online Betting Platforms
- Exercise caution when engaging with online betting platforms and advertisements.
- Stay informed about the changing legal landscape surrounding online betting in India and ensure any platforms you use are compliant with current regulations.
- Maintain an awareness of the risks associated with online betting, including financial losses and potential addiction.
- Consider alternative forms of entertainment that do not carry the same potential risks as online betting.
- If you decide to use online betting platforms, set a strict budget and time limits to prevent excessive gambling habits.
In conclusion, the Indian government’s move to introduce stricter advertising rules for online betting platforms aims to address the rising issues around illegal betting activities and their societal impact. As a news reporter, it is essential to ensure that individuals are aware of these new rules and the potential risks associated with online betting. With the help of clear reporting and an informed public, we can help create a responsible gaming environment where everyone is empowered to make safe and responsible decisions. Thank you for reading.
** Surrogate advertising is an indirect form of marketing that promotes brands using substitute products or services to raise awareness and build positive associations. This advertising method is commonly used in industries where regulations or cultural sensitivities limit direct advertising, like liquor, tobacco, and gambling.
