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The world of Indian celebrities has found itself at the center of a major investigation related to illegal betting. The country’s investigative authorities have become interested not only in popular apps, but also in leading actors and athletes who advertised these platforms. Now millions of fans are wondering what consequences await their idols and how the entertainment industry will change.
The investigation is expanding the circle of celebrity suspects and summoning new figures
The Enforcement Directorate (ED)—India’s agency for investigating financial crimes—has in recent weeks increased pressure on well-known figures. The ED has the authority to summon for questioning, arrest suspects, and seize property if there are suspicions of money laundering or violations of currency laws. Among those invited for questioning were actor Sonu Sood, as well as renowned cricketers Yuvraj Singh and Robin Uthappa.
The list is growing every day. Previously, former national cricket team players Shikhar Dhawan, Suresh Raina, and Harbhajan Singh, as well as famous actors Urvashi Rautela, Rana Daggubati, Prashanth Raj, Lakshmi Manchu, and MP Mimi Chakraborty, had already answered investigators’ questions. Why have show business and sports stars ended up in the spotlight? Their influence on the audience makes them key figures in promoting questionable services.
1xBet changes its masks and circumvents bans, complicating the investigation
The 1xBet platform has become a symbol of the modern online betting industry. This is an international company that was banned in India in 2023 for violating gambling prohibition laws. However, 1xBet acts like a chameleon, constantly changing its name—to 1xBat or similar variants—to bypass blocks and continue operating.
The scheme is simple: the app regularly appears under a new brand, which makes it difficult to track and shut down. The platform’s operators work from abroad, where laws are less strict, allowing them to avoid responsibility and continue accepting bets from Indian users. Such behavior creates additional challenges for Indian law enforcement and requires constant updates to enforcement methods.
The role of advertising and celebrity influence increases trust in the apps
Celebrities have become the face of advertising campaigns for illegal platforms. Companies offered them participation in videos, social media posts, and even joint promotions. Well-known actors and athletes, appearing in advertisements, created a sense of legality and reliability around the apps for the audience.
An example is the situation with 1xBet, when after launching a large-scale campaign featuring stars, the number of app downloads rose sharply. The influence of celebrities proved so strong that even the ban did not stop the flow of new users. Why are stars willing to risk their reputation for advertising? The answer to this question concerns not only fans but also investigators.
Questions for tech giants come to the forefront
The ED investigation is interested not only in celebrities but also in global internet platforms. Google and Meta (owner of Facebook and Instagram) have come under close scrutiny for placing ads for banned apps. The placement of such ads raises questions about how much technology companies control content and comply with local laws.
In July, Google representatives had already given explanations to investigators, and Meta expressed its willingness to cooperate. Platforms may be held responsible for distributing ads if it is proven that they knowingly turned a blind eye to violations.
The scale of the industry is striking and causes concern for the state
Expert assessments and official data paint an impressive picture:
- More than 220 million users have downloaded or used betting apps
- The total turnover of the online betting market reaches 8.3 trillion rupees
- State budget losses are estimated at 27,000 crore rupees annually
- Over 50 crore rupees have been spent on advertising such services
Such amounts are causing serious concern among authorities. Illegal betting not only deprives the state of revenue but also creates risks for social stability, provoking the growth of gambling addiction and fraud.
Information campaigns as an important part of the fight against illegal gaming
Often, players who operate in the gray zone are unaware of the risks involved. At the same time, offshore sites are formally not considered directly illegal for the player. In Indian states, there are no licensed national bookmakers, so players place bets with bookmakers holding international licenses.
We conducted a small study and found that the number of players from India on such sites is constantly growing. Especially in cases where the bookmaker accepts bets on cricket, which is popular in the country. During the study, the authors of a review site about Indian Premier League betting sites contacted us for an important clarification. They pointed out that peak registration activity on online bookmaker sites is associated with two main factors—major tournaments and the release of ads featuring celebrities.
For residents of India, Bollywood stars are opinion leaders. Critics of government policies to tighten regulatory rules for online gaming point out that this fact could be used for information campaigns. This approach has already proven itself in other countries, but in India it is hardly used.
New laws tighten the rules of the game and change the market landscape
In 2024, India adopted a new law regulating online gaming. It introduces strict licensing requirements for platforms, strengthens control over advertising, and provides for penalties for involving minors. For players and advertisers, this means that any contact with illegal services can lead to fines and criminal liability.
Authorities promise to actively combat gambling addiction, fraud, and dishonest advertising. However, will the new law really be an effective tool if platforms continue to change their appearance and find loopholes? This question remains open and is sparking lively discussions.
Controversial points and differing views fuel public interest
Drawing a clear line between gambling and skill-based gaming is difficult even for experts. Investigators insist that the apps’ algorithms were set up so that users would lose more often, which essentially makes them gambling. Platform defenders argue that these are entertainment products where not only luck but also skill matters.
The public and media are reacting ambiguously. Some demand stricter controls, others fear restrictions on personal freedom. Similar scandals have already occurred in other countries, such as the UK and Australia, where issues of advertising ethics and celebrity responsibility were also discussed.
What lies ahead for celebrities and the industry, and how will trust in idols change
For those involved in the case, various consequences are possible: from fines and temporary bans on professional activity to criminal prosecution. Representatives of some stars have already stated their willingness to cooperate with the investigation and assure that they were unaware of the illegal activities of the apps.
The investigation may lead to a revision of advertising policies in the entertainment industry and stricter requirements for cooperation with brands. Will trust in celebrities remain the same if it turns out that their participation contributed to enriching fraudsters? There is no clear answer to this question yet, but one thing is clear: the betting and advertising industry in India will never be the same.
With each new stage of the investigation, it is becoming clear that the fight against illegal betting is not only a matter of law, but also a test for the reputation of stars and the trust of millions of people.
