ISLAMABAD: In 2023, a concerted effort by Pakistan’s establishment, working alongside the cricket board and sports stakeholders, spearheaded a high-level initiative to purge the country of the flourishing surrogate betting apps and companies that exploit sports popularity – particularly cricket – in Pakistan. That effort appeared to yield results.
But now, with the government having changed and regulatory vigilance apparently waning, the very menace that was once pushed back is making a comeback.
In the early months of 2023, top-tier establishment leadership convened with a senior player of Pakistan’s national cricket team along with another influential figure from the sports fraternity to discuss the burgeoning threat of offshore betting companies flooding Pakistan’s market via mobile apps and advertisements.
These meetings- according to a credible source who wished to remain anonymous- held in two sessions, focused exclusively on the “flood-gate” opening of surrogate betting firms, their advertising penetration (especially during live cricket broadcasts), foreign-currency outflows, and the risk to youth and the sporting ecosystem.
Former cricketer and senior sports analyst Rashid Latif in a tweet also hinted about this meeting stating, “Both of them met with a prominent personality, and all matters (surrogate betting related) were explained to him in detail. After that, the prominent personality instructed his department to eliminate it (surrogate betting companies) at every level.”
It was during this period that the then-caretaker Information Minister, announced that the government had a “zero tolerance” stance on surrogate betting firms. A policy directive was issued to relevant agencies – including the Pakistan Telecommunication Authority (PTA), Pakistan Electronic Media Regulatory Authority (PEMRA) and the Pakistan Cricket Board (PCB) – instructing them to block betting-apps, ban advertisements and eliminate all surrogate operations in the country.
The News, at the time, covered the story extensively. In October 2023, The News reported that a crackdown had been launched on more than 150 surrogate betting companies operating in Pakistan, which were estimated to be causing “billions of dollars” of loss to the economy.
Following this, in November 2023, the then Prime Minister’s office – via the Information Ministry – formally directed all departments to eliminate these surrogate betting companies.
Institutional response & implementation
The official line became clear: the Ministry of Information & Broadcasting issued a notification declaring a “zero tolerance” approach toward surrogate betting firms and their advertisements. Media outlets were warned not to promote any such companies; PEMRA was instructed to enforce licensing conditions; PTA was asked to block apps and websites; and PCB was directed to ensure no contracts or sponsorships with such firms.
For a period, the crackdown appeared effective. The narrative of state unity—military-civil-sports regulatory apparatus cooperating—helped lend the effort credibility. While the reporting by The News helped keep public attention on the risk: youth addiction, foreign currency flight, undermining of sports integrity and money-laundering exposure.
What began in 2023 as a bold effort to clamp down on surrogate betting firms in Pakistan held promise: high-level meetings, inter-agency alignment and a publicly declared zero-tolerance policy. But now the signs are ominous: the same firms are re-surfacing, promotional ads and sports bleed-throughs abound, and enforcement appears patchy. The danger is clear: if left unchecked, the illegal online gambling industry threatens not only individual financial wellbeing but the broader integrity of Pakistan’s sports ecosystem, broadcast-media regulation, and foreign-currency stability. To prevent backsliding, a renewed, coordinated and visible push is required.
