Legality and Compliance Gaming Rules and Standards

Unethical Marketing Practices in Online Gaming in India

Unethical Marketing Practices in Online Gaming in India

The Indian online gaming industry, a burgeoning sector, is currently at a crossroads due to the rise of unethical marketing practices, particularly in the realm of “games of chance.” This issue has cast a shadow over skill-based gaming platforms that play by the rules, leading to a complex challenge that stakeholders are grappling with. This article delves into the unethical marketing strategies employed by certain online betting companies and their impact on the broader gaming ecosystem in India.

The Conundrum of Games of Chance vs. Skill-Based Games

India’s online gaming landscape is dichotomous, hosting both skill-based games and games of chance. The former requires players to utilize their skills and knowledge to win, while the latter is purely based on luck. The distinction is crucial, as it affects the legal and ethical frameworks governing these games. However, the blurring lines between these two due to aggressive and often misleading marketing by games of chance platforms have led to public confusion and regulatory challenges.

The Rise of Unethical Marketing

A concerning trend has emerged where betting sites, operated by unknown companies, are employing aggressive marketing strategies. These entities are investing heavily in social media campaigns and endorsements from Indian influencers and celebrities, who promote these platforms without adequate disclosure. Such practices not only mislead the audience but also obscure the line between legitimate skill-based gaming and gambling, which is restricted or illegal in many parts of India.

The issue at hand is not just the aggressive promotion but the ethical breach these practices represent. Influencers and celebrities, who wield considerable power over public opinion, are seen endorsing potentially harmful gambling activities without highlighting the risks involved. This negligence is contributing to a growing problem where the youth, in particular, are exposed to gambling under the guise of gaming.

The Role of Self-Regulatory Bodies

India has over four self-regulatory bodies focusing on various formats of the game, ensuring compliance and ethical practices among their members. These organizations work tirelessly to create a safe and fair gaming environment, promoting skill-based games that offer a level playing field. However, their efforts are being undermined by the unchecked promotion of games of chance.

The question arises: why are betting and luck-based games able to flout regulations and ethical standards with impunity? The answer lies in the regulatory grey area that these companies exploit, coupled with the massive financial incentives for influencers to turn a blind eye to the ethical implications of their endorsements.

The Path Forward

For the Indian online gaming industry to thrive ethically and sustainably, a multi-faceted approach is necessary. Firstly, there must be a clearer legal distinction between skill-based games and games of chance, accompanied by stringent enforcement of these regulations. Secondly, influencers and celebrities must be held accountable for their endorsements, ensuring they fully understand and communicate the nature of the games they promote.

Moreover, public awareness campaigns highlighting the differences between skill-based games and gambling can help educate the masses, reducing the susceptibility to misleading promotions. Lastly, the self-regulatory bodies must be empowered to take decisive actions against non-compliant entities, creating a safer gaming ecosystem for all.


The unethical marketing practices currently plaguing India’s online gaming sector pose a significant challenge, threatening the integrity and sustainability of the industry. By addressing these issues head-on, through legal reforms, ethical endorsements, and public education, India can pave the way for a gaming environment that prioritizes fairness, skill, and responsible gaming. The future of online gaming in India hangs in the balance, calling for immediate action from all stakeholders involved.

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Rituja Rane

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