The Enforcement Directorate (ED), India's financial crime investigation agency, has initiated a formal inquiry into Google and Meta over allegations that the two tech companies promoted illegal betting applications on their digital platforms. The investigation is focused on whether their platforms were used to advertise or facilitate access to betting services, many of which are considered unlawful under Indian law.
According to officials familiar with the matter, the ED suspects that betting applications, operating without valid licences and violating local gambling regulations, were promoted through advertisements on Google’s and Meta’s platforms, including YouTube, Google Ads, Facebook, and Instagram. These promotions allegedly generated significant revenue both for the betting app developers and for the tech companies, raising concerns about the role of digital platforms in facilitating financial crimes.
In India, betting and gambling are regulated by state laws, and many states have banned such activities entirely. The Information Technology Act and other legal frameworks require digital platforms to ensure that their content and advertisements comply with national laws. Allegations have surfaced that several betting platforms, often hosted offshore, used loopholes in advertising policies to reach Indian users through targeted promotions.
The ED is examining the extent to which Google and Meta profited from such promotions and whether due diligence was performed by these platforms in verifying the legality of the apps they allowed to be advertised. Reports indicate that some betting platforms masked their real identity through misleading branding, which may have made it difficult for automated systems to flag them. However, regulatory authorities believe that tech firms should be held accountable for repeated violations if no effective monitoring system is in place.
Both Google and Meta have responded to the allegations by stating they are cooperating with Indian authorities. They have reiterated their commitment to following Indian laws and maintaining transparency in advertising operations. Representatives from the companies may be summoned for detailed questioning as the ED collects more data on the volume of ads, financial transactions involved, and policy compliance records.
The Ministry of Electronics and Information Technology has also expressed concern over the issue, calling for stronger measures to regulate online advertisements related to financial services and betting. This includes the possibility of enforcing stricter content filtering and publisher accountability across digital platforms.
Industry experts believe that the investigation could set a significant precedent for digital advertising in India. With the country’s massive online user base, the influence of tech platforms on user behavior, including exposure to risky or illegal services, is under growing scrutiny. There have already been calls from civil society and legal experts to implement stronger ad regulations and introduce clear guidelines on promoting financial services and gaming content online.
The outcome of the ED’s investigation could impact advertising policies not only for Google and Meta but for the entire digital ecosystem in India. If evidence is found of repeated non-compliance, the companies may face financial penalties or be asked to modify their content moderation systems to prevent future violations.
For now, the probe remains ongoing, with more details expected as authorities deepen their examination of ad data and corporate communication records.
