What began as scattered police complaints about celebrity-backed betting app promotions has snowballed into a full-blown ED probe. With an ECIR now registered against 29 actors, influencers and television personalities under the Prevention of Money Laundering Act (PMLA), the case has become more than a legal investigation. It’s prompted a broader conversation on the overlap between skill and chance, the sway of digital endorsements, and how responsibility is defined in such cases.


What’s the case about?
The ED’s probe into illegal online betting platforms was triggered by FIRs in Telangana and Andhra Pradesh, after Hyderabad businessman Phanindra Sarma alleged that celebrity-backed promotions for betting apps misled young users into gambling. Acting on these complaints, the agency registered an ECIR under the Prevention of Money Laundering Act (PMLA). TNN

Why are celebrities involved?
The actors and influencers are accused of endorsing betting platforms such as Junglee Rummy, A23, JetX, Taj777, Winbuzz, DAFABET, 1XBET, 10CRIC, JeetWin, Parimatch, and Lotus365 through social media posts, pop-up ads, and brand campaigns. Investigators say these promotions boosted the apps’ reach and suspect the stars were paid endorsement fees, which could count as proceeds of crime if tied to illegal operations. Some had earlier responded to police complaints: Vijay Deverakonda ’s team said his endorsement of “skill-based online games” ended in 2023; Prakash Raj admitted to a 2016 ad but called it “one mistake I made eight years ago”; Rana Daggubati said his association ended in 2017. None have commented since the ED registered the ECIR.


What is an ECIR?
An Enforcement Case Information Report (ECIR) is the ED’s equivalent of an FIR. It allows the agency to begin investigating suspected violations under the Prevention of Money Laundering Act (PMLA). Once registered, it allows the ED to summon individuals, attach properties, record statements to probe financial trails, establish the source of money involved, and identify potential laundering activities.


Who’s under the scanner:
Film stars: Vijay Deverakonda, Rana Daggubati, Prakash Raj, Niddhi Agerwal, Pranitha Subhash, Lakshmi Manchu, Ananya Nagalla
TV personalities: Sreemukhi, Shyamala, Varshini Sounderajan, Vasanthi Krishnan, Shoba Shetty
Influencers: Amrutha Chowdhary, Nayani Pavani, Neha Pathan, Pandu, Padmavathi, Harsha Sai, Bayya Sunny Yadav


Are all betting apps illegal?
The legality of betting apps remains a grey area, often determined by the distinction between ‘games of skill’ and ‘games of chance,’ and by individual state laws. States like Telangana and Andhra Pradesh have outlawed all forms of online betting, while others allow skill-based platforms.

What happens next?
The ED is currently in the evidence-gathering stage. Based on its findings, the agency could issue summons under the PMLA for questioning. If it establishes that they knowingly promoted illegal betting platforms, they may face money laundering charges and possible asset freezes.