Evaluating the Role of the National Cyber Crime Investigation Agency (NCCIA) in Combating Influencer-Promoted Online Gambling in Pakistan

Abstract

This study critically examines the role of the National Cyber Crime Investigation Agency (NCCIA) in addressing influencer-promoted online gambling in Pakistan. Influencers have become powerful players in digital marketing, but their involvement in promoting illegal activities, such as online gambling, raises significant legal and ethical concerns. This research focuses on the NCCIA's crackdown in 2025, targeting influencers who endorse gambling apps, despite the illegality of gambling in Pakistan. The study investigates the effectiveness of the NCCIA's methods, the legal frameworks used, and the responses from media, public, and influencers. Through a qualitative approach, the research highlights the challenges faced by Pakistan's cybercrime enforcement and offers recommendations for improving digital content regulation to protect vulnerable populations from the harmful effects of online gambling. The findings contribute to the ongoing discourse on digital crime enforcement and influencer accountability in the context of Pakistan's evolving legal landscape.