THE CHAMBER OF TRADE AND INDUSTRY (CTI) has written to the International Cricket Council (ICC), calling for a ban on adult-oriented advertisements during live cricket broadcasts.
In a letter addressed to ICC Chairman Jay Shah, the industry body urged the governing body to introduce clear advertising guidelines for international cricket events, arguing that commercials for products such as condoms, dating platforms and other adult-oriented services should not be aired during matches that attract large family and child audiences, a report in Exchange4media said.
In its letter, CTI Chairman Brijesh Goyal cited the second T20 International between India and England at Old Trafford on July 4, stating that advertisements of an adult nature were aired during the live broadcast at a time when millions of children and families were watching. The organisation argued that cricket occupies a unique place in Indian society as a family-oriented sport and that advertising content during live telecasts should reflect that audience profile.
CTI has requested Jay Shah to raise the issue at the next ICC Board meeting and establish comprehensive advertising guidelines within 30 days. The organisation has also warned that, if no action is taken, it may escalate the matter to the Ministry of Information and Broadcasting and seek intervention from Parliament.
The complaint is part of a broader debate around advertising standards during live sports broadcasts in India. While direct advertising of tobacco and alcohol is prohibited, advertisers in other regulated or sensitive categories—including dating platforms, sexual wellness products and fantasy gaming services—continue to advertise during major sporting events within the existing regulatory framework. Advertising content is generally governed through a combination of statutory regulations and self-regulatory codes administered by the Advertising Standards Council of India (ASCI).
The issue has also attracted political attention. Former India cricketer and Trinamool Congress MP Kirti Azad recently criticised the airing of condom advertisements during cricket broadcasts, arguing that such content was inappropriate during matches watched by children and families. He urged cricket authorities to examine the issue alongside existing restrictions on tobacco and alcohol advertising.
