India is taking a tougher stance on gambling, with confiscation orders now underway against celebrity assets identified as ‘proceeds of crime.’ The move comes as the country prepares to launch its new regulatory authority for online gaming.
Celebrity endorsements have long been a cornerstone of marketing strategies across a range of industries, and the gambling sector in India has embraced that trend.
A-list endorsements, whether fronted by Bollywood megastars or cricketing heroes, have immense sway when it comes to influencing consumer behaviour, and the gambling industry worldwide has relied on celebs to attract customers on a supercharged scale.
While celeb-backed campaigns have proved phenomenally successful, some have sparked controversy, and others have even attracted authorities' attention.
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Money Laundering Investigation
Indian authorities have taken a hardline approach to gambling, with the Enforcement Directorate (ED) primed and preparing to confiscate assets worth tens of millions of rupees from high-profile celebs and sports stars.
This comes as part of the directorate’s ongoing probe into online betting platform 1xBet. This decisive action, taken under the Prevention of Money Laundering Act (PMLA), follows evidence that endorsement payments received by individuals were used to procure assets now deemed “proceeds of crime.”
The list of properties includes movable and immovable assets on the sub-continent and abroad, with the ED currently finalising its evaluation. After the attachment order is issued, it will be sent to the PMLA Adjudicating Authority for confirmation. If approved, a charge sheet will be filed in court seeking confiscation.
Zero Tolerance Stance
Commenting on the adoption of their zero-tolerance approach to the issue of the ‘proceeds of crime,’ officials stated:
QuoteThe properties acquired or created from funds generated through criminal proceeds are attached to ensure those involved cannot enjoy the benefits of their actions.
The ED has recently questioned well-known individuals, including cricketers Yuvraj Singh, Suresh Raina, Robin Uthappa, and Shikhar Dhawan, along with Bollywood actor Sonu Sood and prominent Bengali film stars Mimi Chakraborty and Ankush Hazra.
Influencers linked to the betting brand have also been interrogated, and actor Urvashi Rautela, the proclaimed India ambassador for 1xBet, was summoned but failed to appear, citing ‘overseas commitments.’
Many of those interviewed have provided transaction records detailing how endorsement payments from the Curacao-licensed powerhouse were received and utilised, with additional statements expected from other prominent personalities in due course.
India’s New Gambling Regulator
The Indian government has announced the creation of the Online Gaming Authority of India, a new central regulator that will oversee the country’s online gaming sector and enforce a nationwide ban on money-based casino games like slots, baccarat, and roulette.
The Delhi-NCR-based body, which will operate under the Ministry of Electronics and Information Technology (MeitY), will hold powers equivalent to a civil court and is authorised to inspect records, impose financial penalties, order takedowns, and instruct banks and other payment processors to block transactions relating to banned games.
The new authority will also manage a National Directory of Online Social Games and Esports, listing all approved titles and those expressly prohibited as “online money games.” Registered platforms will receive a validation certificate effective for up to five years.
New Laws on the Cards
Recently, an announcement was made in conjunction with the draft Promotion and Regulation of Online Gaming Rules 2025, banning any online game involving stakes, wagers, or cash-convertible winnings. A 180-day transition period allows users to retrieve funds prior to the law coming into effect.
These two separate but crucially important developments in the Indian online casino and betting context indicate a clear determination by the relevant authorities to steer the sector towards compliance that enhances the good standing and fosters confidence in the industry.
Be sure to check out Gamblers Pick’s directory of the finest online casinos in India and reviews by players just like you!
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