Big tech companies like Meta and Google must take stronger action against the rapidly growing illegal online gambling and betting market on their platforms in India, a new report said on Thursday.
The Digital India Foundation report revealed that illegal gambling networks lure users through digital ads, social media, messaging platforms, and cryptocurrency-based payment systems. It called for stricter regulations and active collaboration between Indian regulators and tech companies to curb the rising issue.
Between October and December 2024, four major gambling platforms—Parimatch, Stake, 1xBet, and Battery Bet—recorded a staggering 1.6 billion visits, the report noted. Social media alone contributed to 42.8 million visits through direct paid ads, influencer promotions, and engagement campaigns.
While the government has attempted to curb these activities by blocking websites and issuing advisories, illegal operators continue to thrive, constantly adapting their strategies to evade restrictions. The report suggested a more comprehensive approach, holding all key enablers, including tech platforms, accountable while enforcing strict compliance measures.
Globally, regulators have worked closely with social media and digital advertising platforms to monitor and remove illegal gambling content. A European Union study in 2018 found that 19 out of 24 national regulators had established partnerships with Meta, X, and Google to take down such ads and lower the search rankings of gambling sites.
In the US, the Unlawful Internet Gambling Enforcement Act (UIGEA) targets payment processors to block financial transactions linked to illegal online betting, rather than individual users.
In India, aggressive advertising is driving illegal gambling. According to the Advertising Standards Council of India (ASCI), there has been a surge in gambling ads across digital platforms, often using exaggerated claims to attract players.
Google search trends from 2021 to 2024 show a sharp rise in searches for betting sites like Dafabet, 1xBet, and Parimatch, especially during Indian Premier League (IPL) seasons. Operators employ aggressive SEO tactics to secure top rankings for IPL betting and online casino searches.
The report also found that referral traffic from adult sites, sports-related websites, and streaming services generated 247.5 million visits to illegal gambling sites.
In addition, messaging platforms like WhatsApp and Telegram play a major role in promoting these sites. Influencers with millions of followers use “Channels” to broadcast gambling ads, reaching a massive audience instantly.
The report recommended that regulatory bodies like the Indian Cyber Crime Coordination Centre work with digital platforms to proactively monitor and remove illegal gambling content.
