Meta and Google urged to take steps against illegal online gambling in India

Leading tech giants Meta and Google must take stronger measures to combat the growing menace of illegal online gambling and betting on their platforms in India, according to a recent report by the Digital India Foundation. The report highlights how unregulated gambling networks exploit digital ads, social media, messaging platforms, and cryptocurrency-based payment systems to attract users. It calls for stricter regulations and proactive collaboration between Indian regulators and technology companies to address this escalating issue.

Explosive Growth of Illegal Gambling Platforms

Between October and December 2024, four major gambling platforms—Parimatch, Stake, 1xBet, and Battery Bet—recorded an astounding 1.6 billion visits, the report revealed. Social media alone drove 42.8 million visits through a mix of paid advertisements, influencer promotions, and engagement campaigns.

Despite government efforts to block websites and issue advisories, illegal operators continue to thrive, constantly adapting their tactics to evade restrictions. The report suggests that a comprehensive strategy is needed, holding all key enablers—including tech platforms—accountable and enforcing strict compliance measures.

Global Regulatory Measures Against Online Gambling

Internationally, regulators have collaborated with social media and digital advertising platforms to monitor and remove illegal gambling content. A 2018 European Union study found that 19 out of 24 national regulators had partnered with Meta, X (formerly Twitter), and Google to crack down on gambling-related ads and lower the search rankings of gambling sites.

In the United States, the Unlawful Internet Gambling Enforcement Act (UIGEA) targets payment processors, preventing them from processing transactions linked to illegal online betting rather than penalizing individual users.

India’s Struggle with Aggressive Gambling Advertising

In India, aggressive digital advertising is fueling the rise of illegal gambling. According to the Advertising Standards Council of India (ASCI), there has been a surge in gambling ads across digital platforms, with operators using misleading claims to attract users.

Google search trends from 2021 to 2024 show a sharp increase in searches for betting sites such as Dafabet, 1xBet, and Parimatch, particularly during Indian Premier League (IPL) seasons. Gambling operators employ aggressive SEO strategies to rank high in IPL betting and online casino searches, ensuring maximum visibility.

Additionally, the report found that referral traffic from adult websites, sports-related platforms, and streaming services drove 247.5 million visits to illegal gambling sites.Messaging apps like WhatsApp and Telegram have also emerged as major enablers of illegal gambling promotion. Influencers with millions of followers leverage their channels to broadcast gambling ads, instantly reaching a vast audience.

To curb the spread of illegal gambling, the report recommends that regulatory bodies such as the Indian Cyber Crime Coordination Centre work closely with digital platforms to proactively monitor and remove gambling-related content. Stricter regulations and greater accountability from tech companies are necessary to protect users and safeguard India's digital ecosystem from illegal betting activities.