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At the recent WAVES 2025, a powerful chorus of voices called for differentiated regulatory approaches for television and digital media. The message was clear: the two mediums, while often conflated, are vastly different in technology, user experience, and regulatory needs.

The debate is not new, but growing digital consumption has intensified it in recent times, highlighting a broader dilemma for regulators: how to ensure fair oversight without stifling innovation in an increasingly dynamic media ecosystem.

“Television and digital platforms are structurally and operationally distinct, and function under fundamentally different paradigms—both technologically and in terms of audience engagement patterns,” said Tanu Banerjee, Partner at Khaitan & Co. “It’s therefore appropriate that they are regulated through separate frameworks. A nuanced, differentiated approach helps ensure that regulation evolves in step with the dynamic nature of digital media.”


Read more: <a href="https://www.storyboard18.com/how-it-works/most-media-companies-havent-changed-at-all-uday-shankar-calls-for-innovation-in-monetization-local-content-to-unlock-indias-me-growth-64344.htm">Uday Shankar draws a clear distinction between television and digital media</a>


The Ministry of Information and Broadcasting’s proposed Broadcasting Services (Regulation) Bill, 2024, which aims to create a unified legal framework for all forms of audiovisual content, has further sharpened the regulatory divide. 

Sonam Chandwani, Managing Partner at K S Legal, noted that the demand by industry for distinct regulatory treatment of linear and digital platforms is legally and practically sound, given their divergent operational frameworks and constitutional implications.

Traditional TV is already governed under the Cable Television Networks (Regulation) Act, 1995, with clear checks aligned to Article 19(2) of the Constitution. In contrast, digital media is governed by the Information Technology Act, 2000, and its accompanying Intermediary Guidelines, offering broader leeway to accommodate innovation.

While the IT Rules, 2021 and Digital Media Ethics Code provide a structure for self-regulation of OTT platforms, critics argue that it lacks the enforcement rigor required for platforms with such vast reach and influence.

“Self-regulation allows digital platforms operational autonomy, but it must be complemented with enforceable guidelines to ensure accountability,” said Banerjee. “The IT Rules offer a structured baseline, yet there’s still scope for a regulatory model that incorporates both industry expertise and statutory oversight.”

Chandwani warned that digital self-regulation remains legally deficient.

“Unlike linear content, tightly controlled by the Cable Television Regulation Act, 1995, digital platforms rely on voluntary codes that lack enforceability, risking violations of public order and consumer rights under Article 19(2),” she said, citing Netflix India v. State of NCT (2023) as a case where courts flagged regulatory gaps in OTT content governance.

She also noted that the current draft of the Broadcasting Bill contains vague definitions and ambiguous oversight powers, potentially inviting executive overreach, raising fresh concerns under Article 19(1)(a).


The Case for Institutional Reform


Sanjay Trehan, digital and new media advisor, advocates for a structured but collaborative solution.

“Ideally, we need an industry body of domain experts to formulate guidelines and policy framework. The need is to create an enabling and empowering body that ensures adherence to set guidelines and helps promote innovation, creativity and growth.”

This view is echoed by Deepro Guha of The Quantum Hub, who noted the one-to-one nature of digital content consumption compared to TV’s one-to-many format. “Given the sheer number of digital channels and the limitations of regulatory capacity, a co-regulatory model like that under the IT Rules is more practical for digital,” he said, warning that a heavy-handed approach could stifle expression and innovation.


Read more: <a href="https://www.storyboard18.com/how-it-works/dont-want-to-create-regulation-that-discriminates-between-traditional-digital-mediums-anil-kumar-lahoti-of-trai-64077.htm">"Don't want to create regulation that discriminates between traditional, digital mediums": Anil Kumar Lahoti of TRAI</a>


Chandwani proposed a hybrid solution: establishing an independent statutory authority, similar to the Press Council of India, to oversee digital content while preserving self-regulatory flexibility. “Transparent grievance redressal mechanisms and media literacy initiatives could align digital regulation with constitutional mandates,” she added.

The growing complexity is set against the backdrop of India’s $30 billion media and entertainment market, with digital alone projected to cross $9.7 billion. The rapid adoption of streaming platforms, algorithmic curation, and personalized feeds continues to reshape how content is produced, distributed, and consumed.

“TV broadcasts to a broad, often unsupervised audience with minimal access controls. Digital, however, is private and on-demand—with age gates, personalized feeds, and user choice,” said Vivan Sharan, Partner at Koan Advisory. “It’s not about more or less regulation, but about proportional and responsive regulation that reflects the technology.”

Media industry rallies for distinct rules for TV and OTT regulation

X, the platform formerly known as Twitter, has begun blocking more than 8,000 accounts within India in response to executive directives from the Indian government, the company said on Thursday. The orders include restrictions on accounts affiliated with international media organizations and high-profile users, prompting sharp criticism from the platform, which characterized the move as censorship.

<a href="https://www.storyboard18.com/how-it-works/mib-issues-advisory-to-discontinue-pakistani-web-series-films-music-on-ott-65056.htm">Read more: MIB issues advisory to discontinue Pakistani web series, films, music on OTT</a>

In a public statement, X acknowledged its compliance with the government's demands, citing potential penalties that include substantial fines and the risk of imprisonment for employees based in India. Nevertheless, the company said it "disagrees with the Indian government’s demands," asserting that the blocking of entire accounts suppresses free expression and undermines the right to access information.

<blockquote class="twitter-tweet">X has received executive orders from the Indian government requiring X to block over 8,000 accounts in India, subject to potential penalties including significant fines and imprisonment of the company’s local employees. The orders include demands to block access in India to…&mdash; Global Government Affairs (@GlobalAffairs) <a href="https://twitter.com/GlobalAffairs/status/1920522981744238814?ref_src=twsrc%5Etfw">May 8, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

“Blocking entire accounts is not only unnecessary, it amounts to censorship of existing and future content,” the company said. “This is contrary to the fundamental right of free speech.”

X stated that it had not received specific justification or evidence for many of the takedown orders, and in several instances, the government failed to identify which content was alleged to have violated Indian law. Despite this, the company began implementing the blocks, limiting the visibility of the affected accounts exclusively within India.

X said it would continue to explore legal options but noted that its ability to challenge the orders is constrained under Indian law. The company encouraged users affected by the takedowns to seek judicial relief through the Indian court system and provided information for several legal aid organizations, including iProbono India and the National Legal Services Authority.

Although the company emphasized the importance of transparency, it noted that legal restrictions currently prevent it from publishing the executive orders in full.

“This is not an easy decision,” the company stated. “However, keeping the platform accessible in India is vital to Indians’ ability to access information.”

Affected users have been notified, and X directed them to the Ministry of Electronics and Information Technology for further inquiries.

X blocks thousands of accounts in India amid government orders

Leading gaming companies made a case that games of skill, even when played for stakes, should not fall under the legal definition of gambling, in a high-profile hearing before a bench of the Supreme Court. The bench, comprising Justices J.B. Pardiwala and R. Mahadevan, heard arguments that drew upon decades of legal precedent and constitutional interpretation. 

<a href="https://www.storyboard18.com/brand-makers/scintilla-of-skill-argument-returns-as-gaming-companies-challenge-govts-stance-in-sc-64900.htm">Read more: ‘Scintilla of Skill’ argument returns as gaming companies challenge govt's stance in SC</a>

<a href="https://www.storyboard18.com/gaming-news/breaking-supreme-court-hears-centres-seven-sutras-on-gambling-in-online-games-64712.htm">Read more: Breaking: Supreme Court hears Centre’s ‘Seven Sutras’ on gambling in online games</a>

On May 8, appearing on behalf of gaming platform Gameskraft, senior advocates Gopal Sankaranarayanan and Dr. Abhishek Manu Singhvi contended that Indian jurisprudence has consistently upheld a clear distinction between games of skill and gambling. Dr. Singhvi walked the court through a series of landmark rulings, asserting that the presence of stakes does not alter the fundamental nature of a game rooted in skill.

He further noted that references in the Satyanarayana judgment, often cited in gambling-related cases, pertain not to rummy itself but to ancillary activities such as third-party betting. "Chess, rummy, bridge, these are games that the courts have repeatedly acknowledged as skill-based," Dr. Singhvi said.

<a href="https://www.storyboard18.com/gaming-news/breaking-wagering-on-game-of-skill-amounts-to-gambling-and-betting-govt-of-india-tells-sc-64545.htm">Read more: Wagering on game of skill amounts to gambling and betting: Govt of India tells SC</a>

Senior counsel Harish Salve weighed in with a pointed analogy: if placing a bet in a skill-based game qualifies as gambling, then even a friendly round of golf, where the loser buys dinner, would be subject to Goods and Services Tax (GST). Justice Pardiwala responded with a touch of humor, saying the court could swiftly rule that such casual wagers would not fall under GST.

Counsel Dhruv Mehta, representing the All India Gaming Federation (AIGF), also began submissions, highlighting the diversity of online games offered by AIGF’s member companies. Mehta argued that it would be impractical for the court to deliver factual findings on each individual game, suggesting instead that such determinations be left to appropriate adjudicating authorities.

Mehta further explained that gaming firms have been paying GST under Service Accounting Code (SAC) 998439, which explicitly includes internet-based card games. He cited 2023 amendments to GST law that, for the first time, introduced a formal definition for "online money gaming," bringing it within the ambit of “specified actionable claims.”

On May 5, the Supreme Court commenced hearings in this pivotal case that could redefine the legal and economic framework governing a burgeoning online gaming and digital entertainment sectors. Central to the proceedings is a sweeping Rs1.12 lakh crore retrospective tax demand, covering online gaming platforms, fantasy sports companies, casinos, and racecourses, dating back to July 2017.

The bench of Justices Pardiwala and Mahadevan is examining whether games involving real-money stakes, regardless of whether they involve skill, should be classified as gambling under the GST regime.

Proceedings are set to continue on May 9, with further arguments from Mehta and additional counsels.

Gaming GST case: Supreme Court jests as lawyers debate stakes in games of skill

The Ministry of Information and Broadcasting has issued an advisory directing OTT platforms, streaming services, and digital intermediaries operating in India to immediately discontinue all content having its origins in Pakistan.

The advisory invokes Part-II of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. These rules provide a Code of Ethics for publishers of online curated content (OTT platforms), specifically requiring caution and discretion when dealing with content that:

i. Affects the sovereignty and integrity of India

ii. Threatens, endangers or jeopardises the security of the State

iii. Is detrimental to India’s friendly relations with foreign countries

iv. Is likely to incite violence or disturb public order

Additionally, Rule 3(1)(b) of the IT Rules mandates intermediaries to make reasonable efforts to ensure users do not host or share any information that “threatens the unity, integrity, defence, security or sovereignty of India, friendly relations with foreign States, or public order.”

The ministry references recent terrorist attacks with cross-border linkages to Pakistan-based State and non-State actors, specifically citing the April 22, 2025 Pahalgam attack, which resulted in the deaths of several Indian nationals, one Nepali citizen, and injuries to several others.

In light of these concerns, the advisory instructs platforms to discontinue web-series, films, songs, podcasts and other streaming media content whether subscription-based or otherwise originating from Pakistan, with immediate effect.

The directive was issued with the approval of the competent authority in the ministry.

Read More:<a href="https://www.storyboard18.com/how-it-works/operation-sindoor-india-orders-1000-daily-removals-of-social-media-misinformation-after-pahalgam-attack-64982.htm" rel="noopener" target="_blank">Operation Sindoor: India orders 1,000+ daily removals of social media misinformation after Pahalgam Attack</a>

MIB issues advisory to discontinue Pakistani web series, films, music on OTT

Zee Entertainment Enterprises Limited (ZEEL) registered a significant rise in net profit in the fourth quarter of fiscal year 2025, driven by cost management, health balance sheet and cash generation. The media company's profit surged to Rs 188.4 crore in the March quarter FY2025 compared to Rs 13.4 crore in FY24--a 1,306% rise.

Overall, ZEEL's FY2025 profit jumped to Rs 679 crore--an increase of 381% YoY. The company had registered Rs 141 crore of profit in FY24. ZEEL's EBITDA margin stood at Rs 1,196 crore, up 14.4% in FY25. 

However, the consolidated advertisement revenue of Zee Entertainment witnessed a 32.6% decline in Q4 fiscal year 2025. The company's ad revenue stood at Rs 837 crore in Q4 FY25 versus Rs 1,110 crore in the corresponding quarter in FY2024. In full fiscal year 2025, ZEEL's ad revenue declined to Rs 3,591 crore--a drop of 11.4% YoY. Prior to this, ZEEL's ad revenue was Rs 4,057 crore in FY24.

On standalone basis, the domestic advertising revenue declined by 27% YoY for the quarter due to slowdown in macro advertising environment , postponement of Zee Cine Award, busy sports calendar and higher base in Q4 FY24.

The company earned an ad revenue of Rs 58 crore from the international market in Q4 FY25, while the subscription revenue stood at Rs 101 crore.

On the other hand, the subscription revenue witnessed a marginal jump in the March quarter by 3.8% to Rs 986 crore in FY25.

The advertisement and publicity expenses of the media conglomerate stood at Rs 300 crore in Q4 FY25 compared to Rs 264 crore in Q4 FY2024.

Overall, ZEEL's publicity spending soared to Rs 1,146 crore in FY2025. The company's ad spending in FY2024 was recorded at Rs 1,067 crore.

ZEEL's consolidated ad revenue drops to Rs 837 crore in Q4 FY25

Media company DB Corp Ltd, also known as Dainik Bhaskar Group, registered a 13.8% decline in its consolidated advertisement revenue in the fourth quarter (Q4) of fiscal year 2025. The newspaper company clocked Rs 384 crore of ad revenue in Q4 FY25 compared to Rs 445.7 crore in the corresponding quarter last fiscal due to a high base of last year.


The advertising revenue from the radio business dwindled by 8.7% to Rs 37.6 crore in the January-March quarter FY25 versus Rs 41.2 crore in Q4 FY24.

Overall, DB Corp's ad revenue in FY25 stood at Rs 1,690 crore compared to Rs 1,752 crore in FY24. Notably, the ad revenue from the radio business in FY25 increased by 4.4% to Rs 166 crore in FY25.


DB Corp has expressed optimism regarding company's ad revenue. The print media corporation said, "While advertising revenues faced headwinds in Q4FY25, we are observing encouraging signs of recovery. We anticipate returning to our growth trajectory in the upcoming quarters".

The media company said that it delivered an advertisement revenue CAGR growth of 13% in the last 3-year period from Rs 1,182.7 crore in FY22 to Rs 1,690 crore in FY25.

DB Corp's standalone profit also plunged by 57.3% to Rs 52.3 crore in Q4 FY25. In the previous fiscal, the company clocked a profit of Rs 122.5 crore in Q4 due to the challenging geopolitical situation and Indian market conditions.

Revenue from operations also took a nosedive in the fourth quarter. The company's revenue from operations fell from Rs 617 crore in Q4 FY24 to Rs 547.6 crore in Q4 FY25. 

On a consolidated basis, Dainik Bhaskar's net profit crumbled to Rs 52.3 crore in Q4 FY25 from Rs 122.5 crore in the corresponding quarter last fiscal.


According to the official statement by DB Corp, "While we maintained strong performance through the first nine months, the challenging global and resultant Indian market conditions in Q4 tempered our overall growth trajectory for FY25. The previous year's election-driven high base also affected YOY comparisons".


The newspaper company's circulation revenue stood at Rs 473.4 crore in FY25 as against Rs 479 crore in FY24. In Q4 FY25, the circulation revenue of the Noida-based firm was Rs 117.2 crore. 

On the digital business of the company, DB Corp said the mobile application registered a growth from 20 lakh in January 2020  to approximately 2 crore in March 2025. The company attributed the digital growth to Hindi and Gujarati news apps.

"While global economic uncertainties linger, we expect India's robust consumption-driven growth to continue in the near to medium term on the back of certain positive triggers like the Income Tax benefit, implementation of the 8th Pay Commission, and the likelihood of a Normal Monsoon. We continue to remain focused on strengthening our market position and pursuing meaningful opportunities for expansion and innovation," Sudhir Agarwal, Managing Director, DB Corp Ltd, said.

DB Corp's ad revenue declines by 13.8% to Rs 384 crore, profit plunges by 57% in Q4 FY25

The Walt Disney Company, which announced its second quarter for 2025, is bullish on its advertising revenue. 

According to Hugh Johnston, Chief Financial Officer at Walt Disney Company, "Right now the advertising market is quite healthy for us. Live sports, as you know, is doing extremely well. And you see that in the ESPN numbers where advertising for the quarter was up over 20%".

During the Q2 earnings, ESPN witnessed growth in advertising, driven by CFP and NFL games.

Johnston anticipated robust demand for advertising, registering a 3% growth in the current calendar year.

"Overall, advertisers are certainly demanding what we can offer," he added.

<a href="https://www.storyboard18.com/advertising/disneys-ad-revenue-faces-headwinds-in-us-but-international-market-shines-64924.htm">Disney's ad revenue faces headwinds in US, but international market shines</a>

Disney CEO Bob Iger has announced the launch of ESPN's new direct-to-consumer product offering. However, the name and the pricing strategies will be announced soon. 

"The plan would be to basically be somewhat agnostic from a subscriber perspective," to preserve the multichannel ecosystem, Iger said.

Further, the CEO said that the media company will continue to give consumers of both Disney+ and Hulu the taste of live sports on those service.

Iger also announced the seventh Disney Theme park, which will open in Abu Dhabi this year.

"As part of our new strategic partnership with the Morale Group of Abu Dhabi, Disney will oversee design, license our IP, and provide operational expertise while Morale will provide the capital, construction resources, and operational oversight," Iger said.

Talking about the schedules of upcoming theatrical releases, Iger said, "Lilo & Stitch, Pixar’s Elio will be released in June, Marvel’s The Fantastic Four: First Steps in July, Freakier Friday in August, Zootopia 2 in November, and Avatar: Fire and Ash in December".

Disney exceeded analyst expectations, reporting an adjusted earnings per share (EPS) of $1.45 compared to the forecasted $1.21.

Iger has revised full-year EPS guidance upward to $5.75.

'Advertising market is quite healthy for us': Disney CFO Hugh Johnston

The Competition Commission of India (CCI) has notified the Competition Commission of India (Determination of Cost of Production) Regulations, 2025, providing a detailed framework for assessing the cost of production in cases related to predatory pricing by dominant enterprises. 

These new regulations, published in the Official Gazette on May 6, 2025, repeal the 2009 Cost Regulations and reflect evolving global practices in competition law.

As per the General Statement released alongside the regulations, “Section 4(2)(a)(ii) of the Act identifies predatory pricing by a dominant enterprise as an abusive practice.” Further, it defines 'predatory price' as the sale of goods or provision of services at a price below the cost, as determined by regulations, with a view to reduce competition or eliminate competitors.”

Accordingly, CCI now prescribes that 'cost' shall, generally be taken as average variable cost, as a proxy for marginal cost. However, “in specific cases, for reasons to be recorded in writing, the Commission may, depending on the nature of the industry, market and technology used, consider any other relevant cost concept such as average total cost, average avoidable cost, or long run average incremental cost.”

To update the framework for assessing predatory pricing, CCI came out with the draft rules in February, and after stakeholders' consultations, the norms have been notified.


Read more: <a href="https://www.storyboard18.com/how-it-works/cci-tightens-grip-on-e-com-q-comm-releases-draft-regulations-on-predatory-pricing-57084.htm">CCI tightens grip on e-com, q-comm; releases draft regulations on predatory pricing</a>



To support accurate assessments, “the Commission or the Director General, as the case may be, may take the help of suitable experts.” A party may also dispute the cost determination and request appointment of experts, “at the cost of the party making the request.”

The revised framework also aims to bring clarity to key terms. The definition of ‘long run average incremental cost’ (LRAIC) “now specifies that LRAIC includes all variable and fixed costs, including sunk costs, that are directly or indirectly attributable to the production of a specific product or service.” In multi-product enterprises, it “includes a proportionate share of common costs.”

The Commission has clarified that the new framework is sector-agnostic.

“Rather than prescribing sector-specific metrics, the framework allows for case-by-case assessment, enabling the Commission to consider the unique features and evolving dynamics of digital markets when evaluating alleged predatory conduct.”

CCI decided to review the cost regulations 2009, wherein certain changes were proposed to keep the regulations in sync with the evolution of competition law jurisprudence.


Read more: <a href="https://www.storyboard18.com/how-it-works/survival-of-fittest-e-commerce-q-commerce-and-the-future-of-kiranas-43723.htm">Survival of fittest: E-commerce, q-commerce and the future of kiranas</a>



"The review of these regulations is aimed to align them with modern economic theories, judicial interpretations, and international competition law practices," it noted.

The 2025 norms aim to ensure a consistent, transparent, and expert-driven process for determining cost, a key element in identifying anti-competitive pricing conduct, especially in markets with complex pricing structures such as quick-commerce and e-commerce.

CCI notifies new norms to assess predatory pricing practices

India’s public digital infrastructure is under siege as a network of cybercriminals continues to exploit vulnerabilities in government websites to promote illegal betting applications. Recent revelations show that over 20 Maharashtra government websites have been compromised, with users unknowingly redirected to betting platforms via cloaked URLs and malicious scripts. 

The Maharashtra breach includes websites of key departments such as Transport, Tribal Welfare, State Excise, the Charity Commissioner, and even the state's main portal (maharashtra.gov.in). Attackers have used sophisticated redirect mechanisms and cloaking techniques to ensure that only specific users—such as those accessing via Google—are funneled toward betting domains like 01game.info.

Dhiraj Gupta, CTO and co-founder of mFilterIt, outlined how such redirection attacks work.

“A recent case involved the official website of the Charity Commissioner, Government of Maharashtra, being used as a redirect gateway to a betting site... The site uses Cloudflare to mask its server’s IP and hides deeper integrations behind obfuscated APIs.”

The scope of the issue, however, is not limited to one state —similar breaches have occurred across several Indian states, making this a nationwide cybersecurity and regulatory crisis.

Similar breaches have affected government websites in Bihar, Goa, Karnataka, Kerala, Mizoram, Telangana, and Uttar Pradesh, where portals maintained by departments ranging from law enforcement to municipal water supply have hosted malicious code or links promoting betting and lottery scams.

Abhay Chattopadhyay, Partner at Economic Laws Practice, elaborated, “Cybercriminals mainly target vulnerabilities in poorly maintained or less frequently updated government websites... In 2024, Lucknow’s Jal Kal Department’s website was compromised to link to an Indonesia-based lottery scam. We’ve seen similar misuse in property tax and municipal sites across other states.”

In Maharashtra, a Public Interest Litigation filed by Ruzbeh Raja (in February) prompted the Bombay High Court to direct state cyber authorities to review and act on recommendations for cybersecurity upgrades. The court acknowledged the gravity of the threat and permitted the petitioner—an IT law expert, to submit preventive proposals to Maharashtra Cyber and the Mumbai Police Cyber Cell.

The petition, filed through advocate Ajinkya Udane, listed 20 government department websites contaminated with malicious programming code which redirected users to betting websites to collect their personal information.

"When the matter came up, the government informed the court that they had taken down all the compromised websites and were working on relaunching them. However, these sites currently lack even basic security protocols—there is no login authentication mechanism in place. Anyone can access them freely without verification. Going forward, it is essential that access be restricted through an OTP-based login system. Users should be required to enter their credentials, including a valid name, email ID, and mobile number. Only after verifying the OTP should access be granted. Alternatively, access to these websites should be made possible only through secure platforms like DigiLocker or Aadhaar-based authentication, regardless of the user's socio-economic status," said Udane.


Industry Cries Foul


Roland Landers, CEO of the All India Gaming Federation (AIGF), issued a stark warning. “Offshore illegal gambling websites represent one of the most serious national security threats facing our country today. Their exploitation of government portals is designed to give an illusion of legitimacy to these unlawful operations.”

Sonam Chandwani, Managing Partner at K S Legal, noted the advanced tactics being used. 

“Cybercriminals are exploiting government websites with alarming sophistication... They embed malicious links and counterfeit pages, employ SEO manipulation and phishing tactics, and deceive users into downloading malicious APKs.”

She added that these breaches pose reputational damage, potential data leaks, and massive financial costs for recovery.

“Governments must prioritize rigorous patch management, multi-factor authentication, and real-time threat monitoring. Legal provisions under the IT Act, 2000 (Sections 66, 66C, 66D) can be used to prosecute offenders, and international cooperation is essential.”

Beyond institutions, it is the public that bears the brunt of these digital traps. Malicious links hosted on .gov.in domains can lead to identity theft, financial fraud, and even accidental participation in illegal betting activity.

Chandwani explained, “These threats exploit public trust in government platforms... Governments must implement awareness campaigns to educate citizens on verifying app sources and recognizing phishing attempts.”

Chattopadhyay echoed this sentiment. “The average person trusts a .gov.in domain implicitly. When users download apps from such sites, they often don’t question legitimacy—until it’s too late.”

With cybercriminals growing bolder and more technically adept, experts recommend a multi-pronged response:

-Nationwide vulnerability audits across all government digital portals

-Zero-trust cybersecurity architecture and stricter access control

-Legal enforcement under IT and gambling laws, including action against influencers promoting illegal betting

-Public education campaigns and browser-based redirect detection systems

“We continue to work closely with policymakers and enforcement agencies to build a safe and transparent online ecosystem,” said Landers of AIGF.

Experts said that without systemic safeguards and public vigilance, these digital intrusions will only deepen, undermining the credibility of governance and endangering citizens in the process.

Illegal betting syndicates continue to hijack government websites, sparking regulatory crisis

In a bold assertion of tax authority and digital sovereignty, the Indian government is reportedly accelerating its campaign to bring foreign digital service providers under the ambit of Goods and Services Tax (GST). The move, targeting providers of Online Information and Database Access or Retrieval (OIDAR) services like streaming, gaming, cloud, and advertising, marks a significant escalation in India’s efforts to enforce tax compliance on global tech firms operating in the country without a physical presence.

The push comes amid increasing concerns over tax asymmetry. 

“The Indian government is tackling the long-standing problem of uneven tax compliance among international businesses by focusing on OIDAR services, which include streaming, gaming, and cloud platforms,” said Siva Balakrishnan, Founder and CEO at Vserve. “It’s an essential step toward fiscal sovereignty, but it must be tempered with encouraging innovation and avoiding onerous regulations.”

With the GST rate set at 18%, enforcement efforts have intensified since late 2023. Authorities have issued retrospective notices to nearly 70 companies, including digital behemoths like Netflix, Meta, and Spotify. These notices, covering unpaid taxes since 2017, have sparked legal resistance from the platforms.

“The legal strategy would merit a nuanced approach,” noted Hardeep Singh Chawla, tax lawyer specializing in international tax. He explained that many companies argue their operations before October 2023 didn’t fall within the GST’s scope due to human intervention or personal consumption exemptions, which have since been withdrawn.

Although he warns this will increase the cost of doing business in India and drive up the price of the said service, which would ultimately be recouped from Indian users.

Industry insiders expect the issue to reach India’s Supreme Court, where companies may challenge the retrospective demands as violating principles of tax certainty. “While these companies may challenge the process, they won’t risk being locked out of one of the world’s fastest-growing digital markets,” said Sushant Sadamate, COO and Co-founder of Buzzlab.


A Direct Blow to Digital Ad Ecosystem


Among the sectors most vulnerable to the GST clampdown is digital advertising, where cross-border transactions are common. 

“Non-compliance could result in reputational harm, operational restrictions, or frozen accounts,” Balakrishnan warned. Ad agencies, especially smaller ones, may find themselves squeezed between rising compliance costs and client expectations.

According to Aman Narula, COO at Mad Influence, “It’s crucial for such firms to stay informed and compliant with Indian tax laws,” as operational restrictions and reputational risks loom large.

The digital ad industry is already feeling the pressure. The Directorate General of GST Intelligence (DGGI) has already blocked 357 offshore gaming websites and attached 2,400 bank accounts, showing that non-compliant firms risk having their digital assets or financial operations restricted in India. 


Content streaming platforms, too, face a dilemma: absorb the GST cost or hike prices. 

“Platforms like Netflix or Spotify may need to adjust pricing or risk losing price-sensitive subscribers,” said Balakrishnan.

Big tech players such as Google, Amazon, and Microsoft may have the compliance infrastructure to manage the shift, but even they are bracing for consequences. “We’re not talking about a slap on the wrist,” said Sadamate. “The government can block services, freeze payments, or restrict access to the Indian market entirely.”

The broader concern is a ripple effect across the digital economy. “Advertising giants like Google and Meta face shrinking margins due to 18% GST and the 2% Equalization Levy, raising ad costs and hurting MSMEs,” said Sonam Chandwani, Managing Partner, K S Legal.


Enforcement Timeline and Sectoral Impact


Full enforcement is expected by mid-2026, with the government already deploying a dedicated commissionerate in Bengaluru to fast-track compliance. “The free ride for foreign digital giants was never going to last,” said Sadamate. “India is saying: if you make money here, you pay tax here.”

While the GST levied is uniform, the consequences of non-compliance are not. Firms face penalties of up to 100%, interest charges, asset freezes, and even income tax reassessment proceedings, according to Chawla.

The potential revenue upside for the government is substantial, with projections of Rs 2,000 crore in collections for FY24 from foreign platforms alone. However, there are risks. “The retrospective approach risks painting India as an unpredictable investment destination,” Chandwani cautioned, warning of possible trade retaliation from countries like the U.S.


Beyond Compliance: A Push for Localization


Some experts see this as a turning point in India’s digital policy. “This may push platforms to localize better—not just in content, but in structure, partnerships, and responsibility,” said Rutu Mody Kamdar, Founder of Jigsaw Brand Consultants.

Ultimately, the GST drive is more than a tax move—it’s a recalibration of India’s digital power dynamics. 

As the country tightens control over how foreign firms operate and earn in its digital landscape, experts warn businesses must weigh compliance not just as a regulatory requirement but as a license to participate in a billion-strong market.

MEDIA