A new report released on Thursday urged significant tech companies like Meta and Google to take stronger measures against the rapidly expanding illegal online gambling and betting market in India. The Digital India Foundation report highlighted how illegal gambling networks attract users through digital advertisements, social media, messaging platforms and cryptocurrency-based payment systems. It emphasised the need for stricter regulations and closer cooperation between Indian regulators and tech companies to tackle the issue. According to the report, between October and December 2024, four major gambling platforms, Parimatch, Stake, 1xBet, and Battery Bet, received an astonishing 1.6 billion visits. Social media accounted for 42.8 million trips through paid advertisements, influencer promotions, and engagement campaigns.

Despite government efforts to curb these activities by blocking websites and issuing advisories, illegal operators continue to adapt and find ways to evade restrictions. The report recommended a more comprehensive approach, ensuring that all key enablers, including tech platforms, are held accountable while enforcing strict compliance measures. Globally, regulators have collaborated with social media and digital advertising platforms to track and remove illegal gambling content. A 2018 European Union study revealed that 19 out of 24 national regulators had partnered with Meta, X, and Google to take down such advertisements and reduce the search rankings of gambling websites. In the United States, the Unlawful Internet Gambling Enforcement Act (UIGEA) focuses on blocking financial transactions related to illegal online betting by targeting payment processors rather than personal users.

In India, aggressive advertising is fuelling illegal gambling. The Advertising Standards Council of India (ASCI) has observed a sharp increase in gambling ads on digital platforms, often featuring exaggerated claims to lure players. Google search trends from 2021 to 2024 indicate a significant rise in searches for betting platforms like Dafabet, 1xBet and Parimatch, particularly during the Indian Premier League (IPL) seasons. Gambling operators use aggressive SEO strategies to rank highly for IPL betting and online casino searches. The report also revealed that referral traffic from adult sites, sports-related websites, and streaming services led to 247.5 million visits to illegal gambling platforms.

Messaging platforms like WhatsApp and Telegram are influential in elevating these websites. Influencers with millions of followers use "Channels" to instantly spread gambling advertisements to a large audience.

The report suggested that regulatory bodies, such as the Indian Cyber Crime Coordination Centre, collaborate with digital platforms to monitor and remove illegal gambling content actively.