AIGF backs Tamil Nadu’s crackdown on surrogate ads during TNPL
The All India Gaming Federation (AIGF) has extended strong support to the Tamil Nadu Online Gaming Authority (TNOGA) for its swift action against surrogate advertising of offshore gambling platforms during the Tamil Nadu Premier League (TNPL). The move comes amid growing concerns over the misuse of Indian sports events to promote illegal betting brands under the guise of digital sponsorships and influencer tie-ups.
TNOGA targets offshore gambling promotions
TNOGA took action after identifying surrogate branding tactics by offshore betting platforms during the TNPL. These platforms, which are not licensed in India, were reportedly using indirect advertisements and digital partnerships to increase their visibility. According to the AIGF, such activities violate Indian laws and create a misleading perception of legitimacy among viewers.
The TNPL, widely watched and supported by celebrities, has become a major platform for brand promotions. However, its popularity has also made it a target for unregulated offshore operators seeking reach and recognition in India’s growing online gaming space.
Decisive regulatory action
Roland Landers, CEO of the AIGF said, “This is a significant move that reflects the growing awareness among regulators about the threat posed by illegal offshore gambling operators who continue to advertise and operate with impunity – violating Indian laws, bypassing tax frameworks, and putting consumers at risk.”
The AIGF highlighted that these offshore operators not only avoid taxation but also bypass regulatory checks, exposing users to financial and psychological harm. The Federation stressed the importance of distinguishing between compliant Indian skill gaming companies and unauthorised offshore betting websites.
Surrogate advertising under scrutiny
Following the Ministry of Information and Broadcasting’s (MIB) clampdown on direct gambling advertisements, offshore platforms have increasingly turned to covert marketing. Common strategies include:
- Surrogate branding under the pretext of news or entertainment portals
- Sponsorship deals with digital content creators and influencers
- Brand visibility during sports events like the TNPL
These methods aim to indirectly advertise gambling services, misleading the audience and breaching advertising guidelines.
Call for nationwide regulatory support
The AIGF urged regulators in other Indian states, along with media companies, tournament organisers, and digital platforms, to adopt a zero-tolerance approach towards any form of illegal gambling promotion. The Federation reaffirmed its support for government-led efforts to create a transparent and legally compliant online gaming industry.
