Information Ministry has issued an advisory to the Pakistan Cricket Board, national T20 cricket league franchises, club cricket organisations, and TV channels for the immediate termination of all contracts with surrogate companies involved in advertising and sponsorship.
The government's decision, which follows mounting concerns raised by journalists and sports experts, is aimed at safeguarding Pakistan's economy from the adverse effects of surrogate advertising by betting companies.
Surrogate advertisement
Surrogate advertising is a practice used to promote banned products under a new name or disguise.
It employs products that are either closely related or entirely different to subtly embed the brand's name in the minds of consumers.
This strategy is frequently employed by alcohol and tobacco companies to circumvent regulations and continue marketing their products.
PHC took notice
Earlier this year, the Peshawar High Court took notice of the sponsorship of the Pakistan Super League (PSL) by international betting companies and casinos, facilitated through alleged surrogate advertising.
The court issued notices to the federal government, the Federal Investigation Agency, and other relevant authorities, seeking their responses to a petition aimed at curbing the influence of these betting companies on cricket in Pakistan.
The government's move to sever ties with surrogate companies sends a clear message that it is determined to protect the integrity of sports in the country and ensure that advertising practices do not undermine Pakistan's economy or compromise the values associated with sportsmanship.
