Kirti Azad questions BCCI over adult ads during India-England T20I telecast
Synopsis
A sitting MP and former India cricketer publicly named a specific adult brand — Durex — aired during a live T20I watched by an estimated 44 crore people, and threatened parliamentary action if the BCCI does not respond. It is a rare instance of a politician-cricketer directly calling out a broadcaster's ad choices by brand name during a live match.
Key Takeaways
Kirti Azad , TMC MP and former India cricketer, flagged an alleged adult advertisement during the India vs England second T20I at Old Trafford on 5 July .
The advertisement was reportedly for Durex , aired between overs during the live telecast.
Azad estimated 44 crore people were watching the match, including children under 16 .
He drew a parallel with the existing ban on alcohol and tobacco ads during sports broadcasts.
Azad warned he would raise the issue in Parliament if the BCCI does not address it.
All India Trinamool Congress (TMC) MP and former India cricketer Kirti Azad has urged the Board of Control for Cricket in India (BCCI) to examine the broadcast of an alleged adult advertisement during the second T20I between India and England at Old Trafford on 5 July. Azad, who flagged the issue in real time on social media platform X during the match, warned he would raise the matter in Parliament if the cricket board fails to act.
What Azad Said
The former all-rounder argued that cricket's sheer scale of viewership made the advertisement particularly inappropriate. 'This is an adult advertisement. Children watch the match with their parents. They are children under 16 years old. In this country, cricket is considered a religion. When I was watching it, 44 crore people were watching it, and an adult advertisement appeared during the match,' Azad said.
He added that such content placed parents in an uncomfortable position while leaving children confused. 'Parents don't know where to look, and children don't understand it. They ask what it is. What effect will it have on their minds? This is a very big question, and the BCCI should answer it. How are they allowing all this?' he questioned.
The X Post That Started It
During the match, Azad posted on X calling on the BCCI to take note. He wrote: 'Children are watching live the international T20 match between India and England being played at Old Trafford. Isn't it a shame that an adult advertisement for Durex comes on the screen @BCCI to take note.' The post drew attention to the specific brand involved, making it one of the more direct public callouts of a broadcaster's advertising choices during a live cricket event.
Why the Comparison to Alcohol and Tobacco Ads Matters
Azad drew a pointed comparison with existing broadcast regulations. 'Alcohol and cigarette advertisements are all banned, and they should be. So why adult advertisements? And that too between overs. I raise a big question over its validity,' he said. Under Indian broadcasting guidelines, surrogate advertising for alcohol and tobacco is prohibited during sports telecasts — a standard Azad argues should logically extend to adult-content advertising.
Parliamentary Action on the Table
While stopping short of demanding immediate legal intervention, Azad made clear the BCCI has the first opportunity to respond. 'The BCCI has to look into it. If needed, then yes, I will raise it in Parliament. I will definitely raise it,' he said. The BCCI had not issued a public response at the time of this report. This comes amid broader public debate in India about content regulation on sports broadcasts, which routinely draw some of the country's largest simultaneous audiences.
Point of View
Which is precisely the regulatory gap Azad is exploiting. Whether Parliament actually takes this up depends on whether other MPs amplify it — but the clip and the post are already in circulation, and that may be pressure enough.
NationPress
5 Jul 2026
Frequently Asked Questions
What advertisement did Kirti Azad object to during the India-England T20I?
Kirti Azad objected to an advertisement for Durex, an adult product brand, that reportedly aired between overs during the second T20I between India and England at Old Trafford on 5 July. He described it as inappropriate given the large number of children watching the match.
What action has Kirti Azad threatened over the BCCI advertisement issue?
Azad has warned he will raise the matter in Parliament if the BCCI does not address it. He posted about the issue on X during the live match and subsequently spoke to reporters, making his intent to escalate publicly clear.
Why does Azad compare adult ads to alcohol and tobacco advertising bans?
Indian broadcasting regulations prohibit surrogate advertising for alcohol and tobacco during sports telecasts. Azad argues that adult-content advertisements should face the same restriction, especially during events with massive family viewership like international cricket matches.
How many people were reportedly watching the India-England T20I when the ad aired?
Kirti Azad stated that approximately 44 crore people were watching the match at the time the advertisement appeared, underscoring the scale of potential exposure, particularly to younger viewers.
Has the BCCI responded to Kirti Azad's complaint?
The BCCI had not issued a public response to Azad's complaint at the time of this report. Azad indicated he expects the board to examine how such advertisements were cleared for broadcast during a live international cricket telecast.
