REGULATIONS RELATED TO ESPORTS ADVERTISEMENTS IN INDIA

Esports, an acronym for electronic sports, refers to a type of competitive video gaming in which elite players and teams participate in planned competitions spanning multiple video game genres, frequently drawing sizable spectators and substantial prize funds. When it comes to esports events, teams, players, gaming products, and related services, advertising in the industry refers to promotional efforts carried out by businesses, brands, or organizations in order to increase awareness, draw in viewers, land sponsorships, and boost sales. This can involve a variety of tactics like influencer marketing, in-game advertising, sponsored content, event sponsorship, and more.

An optional self-regulatory body for the Indian advertising sector is called the Advertising Standards Council of India (ASCI). According to section 25 of the Company Act, ASCI, which was founded in 1985, is registered as a non-profit organization. In order to safeguard the interests of consumers, the Advertising Standards Council of India is dedicated to the cause of self-regulation in advertising. The regulations for esports advertising in India as per the guidelines provided by the ASCI:

1. No false, misleading, or deceptive information about esports goods or services may be found in advertisements.

2. Ads should avoid any anything that can be construed as offensive or unsuitable in order to show respect for Indian cultural sensibilities.

3. To guarantee openness and equity in advertising, advertisements must go by the guidelines set forth by ASCI.

4. The audience must be made aware of any sponsorship or payment for the advertisement if it exists.

5. Ads related to esports shouldn't glorify or encourage drug usage, violence, or any other negative behavior.

6. People under the age of 18 should not be the focus of advertisements or shown in a way that could be damaging to them.

Let's discuss a few real-life advertisement examples of Esport industry:

(A) MPL ad featuring Manoj Bajpayee ( https://www.youtube.com/watch?v=gKHN0aP36Z4)

Here, the renowned actor showcases how playing the Teen Patti game, an esports game based on skill, helps the player earn real cash. The ad is shot in Hindi, and the disclaimer is displayed at the end of the video and read in the same language, which makes the ad legible. It also mentions that only people above 18 years of age are allowed to enter the contest.

(B) MPL ad featuring Krushna Abhishek ( https://www.youtube.com/watch?v=npg5_ctYxgg)

Here, the infamous comedian promotes the various kinds of games of skills conducted and organized by the esports company on its gaming platform, like Rummy, Poker, Win Patti, and Call break under the head of games titled as Taash Party. The advertisement is followed by a readable and legible disclaimer in the exact language text and audio; also, no claims of fantasy financial claims are made in the ad to lure the player community irresponsibly.

(C) MPL ad featuring Virat Kohli ( Darr ko hatao, Bada khel jaao | MPL | India's Safest Gaming Platform | Virat Kohli (youtube.com)

Here, the internationally celebrated cricketer Virat Kohli talks about the safety and security of the gaming platform, ensuring the community playing games of skill on the platform that no fraudulent or cheating activities filled with malicious intent can't take place. The platform ensures the safety of their prize money and game progress as well.

Careful analysis for self awareness at such platforms is required to ensure safe gaming environment due to which all esport companies have to follow these regulations.