Govt fails to enforce ‘zero tolerance’ policy as betting promotions aired during live cricket broadcast

ISLAMABAD: Serious questions are being raised about the enforcement of government’s own declared “zero tolerance” policy against surrogate betting advertisements as blatant promotion of betting companies were again aired during the live broadcast of cricket matches on a private sports channel.

The broadcast, streamed live in Pakistan, prominently displayed logos and promotions of surrogate betting applications, in clear violation of official policy. When contacted, the concerned officials failed to explain what action, if any, had been taken against the channel.

The incident follows repeated assurances from the government that any regulatory body found negligent in implementing the policy would face disciplinary action. However, in this case, so far no visible steps have been taken to hold someone accountable.

When asked about the violation, the officials concerned reiterated that there is zero tolerance against any ads of surrogate betting companies and it is strictly forbidden and illegal. It was further claimed that local channels had “no control or authority” over international feeds.

However, when pressed on whether the feed source had been verified or investigated the channel’s responsibility — especially since Ten Sports reportedly receives a clean feed — the officials declined to comment further.

Media analysts say that even if the broadcast feed originates internationally, airing betting logos during transmission inside Pakistan still constitutes a violation of the government’s zero tolerance policy. This is not the first such incident. On October 20 and 21, The News reported that similar surrogate betting promotions had appeared during cricket broadcasts on private sports channels. In stark contrast, a comparable violation in 2023 prompted immediate government action when state-run PTV Sports suspended its broadcast and initiated an internal investigation.

Two years later, however, repeated violations suggest a breakdown in enforcement of its zero tolerance policy. Officials’ reluctance to investigate or penalize offenders has drawn widespread criticism, with media experts warning that the unchecked return of surrogate betting ads undermines both policy integrity and public trust.