313Blog - Are betting ads shifting to radio as TV, OTT face tight scrutiny?

Are betting ads shifting to radio as TV, OTT face tight scrutiny?

Posted on 3rd May 2026

 

List of Best Betting Sites in India – Sports Media 101

Notably, the Advertising Standards Council of India does not track radio advertising, creating a gap in oversight

by e4m

As regulatory scrutiny tightens across television and OTT platforms, offshore betting and gambling operators appear to be increasingly turning to radio to reach Indian audiences, exploiting a critical monitoring gap in the medium. With no formal tracking mechanisms in place for radio advertising, industry observers say the shift underscores how illegal betting platforms are recalibrating their media strategies, even as authorities step up enforcement across more tightly regulated channels.

Sapphire Media Limited, which operates 92.7 Big FM, was found airing advertisements linked to 1xBet, an illegal offshore betting platform. The development has reignited concerns over how such entities continue to access mainstream media channels despite explicit government prohibitions.

 

When contacted, Ashit Kukian, CEO of 92.7 Big FM, declined to comment on the development. Among peers, Abraham Thomas, CEO of Radio City, also declined to comment, while Yatish Mehrishi, CEO of Entertainment Network India Ltd (Radio Mirchi), said his network does not carry advertisements related to illegal betting platforms.

 

Multiple stakeholders have called for stringent action, arguing that radio’s regulatory blind spot is now being actively exploited.

 

Notably, the Advertising Standards Council of India (ASCI) does not track radio advertising, creating a gap in oversight. “On TV and OTT, we have not come across any illegal offshore betting cases during IPL 2026 so far, and there were no such ads last year as well,” ASCI said, underscoring the contrast between monitored and unmonitored media.

Industry executives say this lack of surveillance has effectively made radio a soft target. “Radio has historically maintained stricter compliance compared to digital platforms. If such ads are indeed being aired, it points to either a failure in internal checks or ambiguity in how surrogate advertising is being interpreted,” said a senior executive at a real money gaming firm, requesting anonymity.

The issue assumes significance against the backdrop of repeated advisories by the Ministry of Information and Broadcasting (MIB), which has barred both direct and surrogate advertising of offshore betting and gambling platforms. Despite these directives, such promotions continue to surface across media, highlighting enforcement challenges.

Data from ASCI’s Half-Yearly Complaints Report points to a sharp escalation in violations. Between April and September 2025, complaints rose 70%, while ads flagged for potential violations surged 102%, driven by stronger surveillance and public vigilance. Over 4,575 offshore or illegal betting ads were flagged during April–September 2025, with an additional 3,305 ads identified between September 2025 and January 2026 following tighter regulatory measures.

Legal experts argue that enforcement has struggled to keep pace with evolving advertising tactics. Jay Sayta, a gaming and technology lawyer, said, “It is surprising that despite multiple advisories from the Ministry of Information & Broadcasting and legal action against several celebrities and influencers, certain media houses, including radio channels, are continuing to advertise surrogates of illegal offshore betting brands with impunity.”

Complicating the landscape further is the Promotion and Regulation of Online Gaming Act 2025 (PROGA), which prohibits advertisements of both games of skill and chance involving real money. While the law aims to ban online money games with domestic operators shutting down operations, offshore platforms continue to target Indian users through indirect channels.

The current controversy also intersects with a broader enforcement probe led by the Enforcement Directorate (ED). Investigations have revealed structured advertising arrangements involving Parthtech Developers LLP, operator of cricket platforms CREX and OneCricket, and Bwise Media AG for promoting illegal betting platforms, including 1xBet.

According to ED findings, advertisements were directly booked, geo-targeted and executed using an in-house ad server, indicating a sophisticated distribution network designed to bypass regulatory scrutiny.

Government data suggests the scale of the problem remains significant. The Centre has blocked nearly 8,400 betting and gambling platforms so far, including around 4,900 after the implementation of PROGA in 2025. Minister for Electronics and IT Ashwini Vaishnaw recently informed the Rajya Sabha that an estimated 450 million Indians have been adversely impacted by online money gaming, with cumulative losses exceeding ?20,000 crore.

Industry stakeholders point to regulatory arbitrage as a key driver. “While domestic online money skill gaming operators have shut business operations, offshore platforms face no such constraints. This creates an uneven playing field and incentivises aggressive marketing, often through surrogate or indirect channels,” said another industry executive.

A report by Lumikai further underscores the trend, noting that nearly one in three Indian real-money gaming users may have migrated to offshore platforms following the domestic crackdown. Major global operators such as Bet365, Betway, 1xBet, NetBet and Paddy Power continue to operate beyond India’s regulatory ambit, relying heavily on aggressive marketing strategies.

Experts warn that unless accountability is enforced across the advertising value chain — including publishers, agencies and intermediaries — such violations will persist. The alleged entry of betting advertisements into radio, they say, marks a critical escalation, broadening the scope of concern and underscoring the urgent need for tighter oversight of the medium.

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