The Enforcement Directorate (ED) has stepped up its investigation into the rapidly growing and illegal online betting ecosystem in India. The latest development has seen former cricketers like Harbhajan Singh, Yuvraj Singh, and Suresh Raina, along with actors Sonu Sood and Urvashi Rautela, coming under the ED’s scrutiny for their involvement in endorsing illegal offshore betting platforms such as 1xBet, FairPlay, Parimatch, and Lotus365.
Celebrity Endorsements and Their Legal Implications
The ED has raised alarms over the role of high-profile celebrities in promoting illegal gambling activities, with particular focus on how platforms like 1xBet and others have been using surreptitious methods to run advertising campaigns. “These betting platforms are using surrogate identities like ‘1xbet’ and ‘1xbat’ to bypass regulations, often embedding QR codes that redirect users to illicit betting portals, in clear violation of Indian law,” an ED official told NDTV.
Legal Concerns and Violations
The investigation has flagged potential violations of several Indian laws, including the Information Technology Act, Foreign Exchange Management Act (FEMA), Prevention of Money Laundering Act (PMLA), and the Benami Transactions Act. These endorsements, which involved prominent personalities in India, also contradict advisories issued by the Ministry of Information & Broadcasting and the Ministry of Electronics and Information Technology.
Despite repeated attempts to reach out for comments, media representatives for Harbhajan Singh and Suresh Raina declined to respond. Requests for comments from Yuvraj Singh, Sonu Sood, and Urvashi Rautela were also unanswered at the time of publication.
Past Crackdowns and Rising Concerns
The ED has been actively targeting illegal online betting apps like Mahadev and other similar platforms for the past few years. These operations have led to raids, asset seizures, and multiple arrests. In April 2025, assets worth over ₹573 crore were confiscated under the PMLA during one such operation.
One of the primary concerns raised by the ED is the way these platforms have falsely marketed themselves as ‘skill-based games’ through celebrity endorsements. In reality, they operate largely on chance-based algorithms, often rigged, which legally classifies them as gambling operations under Indian law. This misleading marketing has led to a public perception of legitimacy, often giving a veneer of digital entertainment to these illegal betting platforms.
Media Firms and Payments to Promote Surrogate Ads
In addition to investigating the celebrities involved, the ED has also zeroed in on the media organizations that allegedly accepted over ₹50 crore in payments to publish surrogate ads for these platforms. Further financial transactions and mule accounts used on a large scale are under investigation.
The Growing Threat of Illegal Online Betting in India
India’s illegal online betting market is estimated to be worth over $100 billion, growing at an alarming 30% annually, according to ED estimates. These platforms are generating significant revenue, with 1.6 billion visits recorded between January and March 2025 alone. The tax evasion from this booming market is pegged at a staggering ₹27,000 crore annually.
ED officials estimate that these platforms have reached approximately 22 crore Indian users, with 11 crore being active participants. The investigation reveals that celebrity endorsements have played a significant role in promoting these illegal operations, making them appear as legitimate entertainment platforms rather than illicit gambling sites.
The Way Forward: Regulating the Gambling Industry
The ongoing investigation highlights the need for more stringent regulations in India’s online gaming and betting sectors. The lack of a central, cohesive framework leaves the industry vulnerable to exploitation, with celebrities playing a critical role in influencing public perception.
With a potential Supreme Court ruling on this matter, the future of celebrity endorsements for gambling platforms in India could be significantly altered. As the ED continues its crackdown, the industry will be closely watching for further developments in the case, especially as the demand for clearer regulations and enforcement grows.