Legendary cricketer Wasim Akram has recently become a brand ambassador for the India-based betting company, Baji, alongside other high-profile names such as Mia Khalifa, Kevin Pietersen, and Gabriel Batistuta. Despite strict laws against gambling and advertising in Pakistan, these stars will promote the brand through their social media channels in a form of surrogate advertising.
Akram made the announcement on his Instagram account, inviting his followers to join him at Baji for some serious fun and excitement. This move comes at a time when gambling is heavily restricted in Pakistan, with thousands of people being arrested for gambling offenses in Lahore alone this year. The caretaker government has banned surrogate companies in the country, cracking down on over 150 operators and warning media organizations against showing their advertising.
Despite these efforts, surrogate companies have begun to resurface, with advertisements appearing on social media and even during televised cricket matches. Federal Minister for Information and Broadcasting, Ata Tarar, has taken notice of the issue and ordered the Pakistan Electronic Media Regulatory Authority to take action against these companies. Tarar stated that while the advertisements were not being shown on television channels or newspapers in Pakistan, immediate action would be taken to block the operators in the country.
Not all household names in Pakistan have been willing to participate in promoting gambling companies, as reported by the Pakistani English-language newspaper, The News. Cricket stars Babar Azam and Muhammad Rizwan were among those who turned down lucrative offers to promote such companies.
Overall, the involvement of high-profile individuals like Wasim Akram in promoting betting companies in Pakistan raises concerns about the influence of gambling in a country where such activities are heavily regulated. The resurfacing of surrogate companies despite government crackdowns highlights the challenges in enforcing laws against gambling and advertising in the region.