A months-long investigation has uncovered how Pakistan’s rising online gambling crisis is being driven by popular social media influencers, the very people millions look up to.
Evidence obtained by investigators and whistleblowers reveals that the controversial betting app “World 777” has been pouring money into influencer marketing campaigns, enticing unsuspecting Pakistanis, particularly the youth, into dangerous online betting.
The probe has identified a list of high-profile figures allegedly involved in promoting the app, including YouTuber Nadir Ali, Aimen Zaman, Varda Malik, Javeria Aurangzeb, Abeera Khan, Faryal Fairy, Nauman Kazmi, and Furqan Khan. Their promotional videos and social media posts, many of which have now gone viral, encouraged users to sign up for betting, often framing it as “easy money” or “fun challenges.”
But behind the flashy ads and influencer endorsements lies a staggering financial drain.
Officials estimate that billions of rupees are being funneled out of Pakistan every month through these platforms, a shadow economy that not only undermines the nation’s financial stability but also fuels addiction among vulnerable citizens.
A senior official involved in the inquiry said:
Every rupee that leaves the country through these apps is an economic wound. And it’s ordinary Pakistanis especially the youth who are paying the price.
Experts warn that the rise of online gambling is creating a generation vulnerable to financial ruin and psychological harm. Mental health professionals have reported a sharp increase in cases related to betting addiction, particularly among young men. Public anger is also on the rise. Social media users have flooded comment sections, calling out the influencers for their role in promoting what many are calling a “national scam.”
Hashtags like #BanOnlineGambling and #ShameOnInfluencers have trended across platforms, demanding swift government action. Authorities say investigations are ongoing to trace the money trail and identify the networks enabling these platforms to operate.
Regulatory bodies have hinted at tighter digital laws and harsher penalties for both companies and individuals involved in promoting illegal gambling.