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A scandal is unfolding involving as many as 29 stars of South Indian cinema and television: they are suspected of promoting illegal online betting platforms. The investigation has become a starting point for a large-scale discussion—how serious a threat online gambling has become, why the authorities are tightening control over advertising, and what the future holds for the entertainment industry.
Who is Suspected and Why
Top-tier celebrities are at the center of attention. According to the Enforcement Directorate (ED) of India, such well-known actors as Vijay Deverakonda, Rana Daggubati, and Prakash Raj have come under suspicion. The list also includes hosts of popular TV shows, internet influencers, and bloggers, such as Sreemukhi, Shyamala, and Harsha Sai.
The investigation believes that public figures advertised a number of gaming platforms. Among the mentioned applications are Junglee Rummy, A23, JeetWin, Parimatch, and Lotus365. According to a complaint by Miyapur resident Fanidra Sharma, these endorsements contributed to the growth of gambling addiction and financial losses among ordinary people.
Police departments in the cities of Telangana and Andhra Pradesh (including Panjagutta, Miyapur, and Visakhapatnam) received numerous official reports of violations. On this basis, the ED registered a case under the Prevention of Money Laundering Act and summoned celebrities for questioning, clarifying their role in the promotion of online gaming.
Which Laws Have Been Violated
The accusations are based on a number of regulatory acts. First and foremost, the Public Gambling Act, adopted back in 1867, which prohibits the organization of gambling outside specially permitted zones. In the state of Telangana, a separate Gaming Act is in force, which tightens liability for participation in and advertising of unlicensed platforms.
In addition, the case is being investigated under articles of the Information Technology Act, which regulates online communications and financial security. Special attention is paid to the provisions of the Prevention of Money Laundering Act (PMLA). It is under this law that the ED registers what is known as an ECIR—an analogue of a criminal case in matters of financial fraud.
According to the agency, the case may involve the transfer of large sums through income legalization schemes. Although the exact amounts are not disclosed, media estimates mention tens of millions of rupees involved in shadow operations.
Celebrities’ Reactions and Progress of the Investigation
Many participants in the scandal have publicly denied the accusations. Vijay Deverakonda and Rana Daggubati told journalists that they never advertised prohibited platforms. According to them, they only cooperated with state-approved services. Prakash Raj noted that he terminated all contracts with such applications back in 2017, as soon as legal concerns about their reliability arose.
Lawyers representing the interests of the stars draw attention to the lack of clear evidence of direct violation of the law. They emphasize that the mere appearance of a name in advertising does not equate to criminal liability. According to the ED, the investigation is ongoing, including summoning suspects for questioning and analyzing advertising materials.
At the moment, the accusations have not been officially confirmed. Law enforcement representatives stress that final conclusions will be drawn after all examinations and procedural steps are completed.
The Situation in India’s Online Gambling Market
The online gambling market in India has grown severalfold over the past five years. According to KPMG experts, the annual turnover of this industry in 2024 exceeded $2.5 billion. Major international online casinos such as Melbet, Parimatch, and PinUp are popular in the country. According to 1win India, the popularity of 1win is also growing rapidly. People not only play thousands of gambling games but also actively place bets on sports. Online gambling has become a widespread phenomenon, and with it, the number of complaints about financial losses and addiction has increased.
The demand for celebrities to advertise such platforms is especially high: influencers and actors can instantly attract hundreds of thousands of new users. As analysts note, it was in 2023 that government scrutiny of online gaming intensified sharply. This is due both to the increase in the number of scandals and to complaints from citizens affected by advertising of dubious services.
Such investigations are not limited to India. In 2022, a similar scandal involving foreign celebrities and illegal platforms occurred in Brazil. In both cases, the consequences for the public image and careers of celebrities proved to be quite damaging.
What Are the Consequences of These Proceedings?
Against the backdrop of the investigation, Indian law enforcement officers have already recorded new incidents. Recently, the organizer of a major underground online betting network was detained, and at the same time, one of the legal companies announced a partnership with an international brand.
According to market experts, such investigations are capable of fundamentally changing the rules of advertising for influencers and artists. The introduction of stricter requirements for partnership materials, mandatory certification, and public disclosure of all contracts is being discussed in the near future. Lawmakers do not rule out new amendments to IT laws, providing for fines for unfair advertising and personal liability of celebrities.
The risk for stars and advertisers is increasing significantly: every public collaboration will be scrutinized for legal compliance, and reputational losses may be irreversible.
