During the high-voltage India vs South Africa T20 match, something unexpected—and troubling—caught the attention of thousands of viewers across India. Condom advertisements started popping up as early as 8 PM on JioHotstar, sparking outrage among families watching the match with children.
Parents are now questioning whether cricket matches are even safe to watch with kids anymore, as the ads directly violate timing norms meant to restrict adult content promotion.
Why This Ads Controversy Matters
As per Indian broadcasting and advertising guidelines, adult-category product promotions cannot be displayed during prime family hours. Cricket matches, especially T20 games involving Team India, attract millions of young viewers. Yet, condom ads were repeatedly shown during early primetime—a big red flag for regulators.
Parents voiced concerns on social media, calling it an “irresponsible move” and accusing the platforms of putting profit above public decency.
Parents Say: ‘Match Dekhna Band Karwa Do Kya?’
Many viewers reported that they had to change devices, switch apps or mute screens whenever the ad appeared, to avoid awkward situations with kids.
Sentiments like these started trending:
- “Ab cricket bhi family ke saath safe nahi!”
- “Kya match dekhna band kar dein? Bacchon ko kya samjhayen?”
- “Prime time par aise ads dikhana kanoon ki dhajjiyan udana hai.”
The anger is widespread, especially because evening matches are considered family-friendly content.
What the Law Says About Such Ads
Indian advertising regulations clearly state:
- Adult-product ads can only be shown after 10 PM.
- Platforms must maintain viewer safety guidelines, especially during family programming.
- Cricket matches are classified under “general audience content.”
Showing condom ads at 8 PM, when school-going children are actively watching, goes directly against these rules.
Consumer rights advocates are now demanding action from:
- Ministry of Information & Broadcasting
- ASCI (Advertising Standards Council of India)
- OTT regulatory oversight bodies
They claim platforms need to be held accountable.
Why OTT Platforms Are Becoming Careless
OTT platforms often argue they are not bound by the same strict rules as TV channels, but this defence doesn’t stand when it comes to:
- Live sports watched by children
- Mass-viewership national events
- Family audiences
With ad revenue rising and sports rights becoming costlier, experts believe platforms are aggressively pushing ads without considering content suitability.
Are We Headed Toward a Bigger Problem?
If OTT ads continue violating guidelines, parents may completely stop letting their kids watch live cricket—something unimaginable for Indian households.
Media analysts warn:
- Early exposure to adult-themed products
- Repeated impressions
- Lack of parental controls
- No time-based ad restrictions
…can gradually normalize inappropriate content for kids.
Public Demands: ‘Fix This Before Next Match!’
Fans want JioCinema/Hotstar to:
- Stop showing adult ads before 10 PM
- Follow ASCI compliance strictly
- Add parental control filters
- Allow viewers to report inappropriate ad categories
Cricket lovers also urged the BCCI to question broadcast partners on violating decency norms.
Cricket Should Be Safe for Families
Millions of Indians consider cricket a family bonding experience.
But seeing condom ads at 8 PM during an India match breaks that comfort zone.
Parents are right to ask:
“Match bhi bacchon ke liye band karwa dein kya?”
Streaming giants must understand the responsibility that comes with broadcasting a national sport. The upcoming matches will show whether platforms learn from the backlash—or continue prioritizing ad money over viewer safety.