Online Abuse and ICC’s Support to Stakeholders

Safeguarding in cricket today extends well beyond the boundary line. The digital world has become a vital link between players and their fans. While social media offers great opportunities for connection, brand building and storytelling, it also has a darker side where it exposes players to online abuse, harassment, and misinformation that can damage mental wellbeing and the integrity of the game.

This was seen again during the 2025 Women’s Cricket World Cup, when several players faced waves of online abuse targeting their performance, background, and personal beliefs. These incidents showed how quickly digital spaces can become unsafe, especially for female cricketers. Such behaviour doesn’t just hurt individuals; it affects team morale and the spirit of cricket.

The International Cricket Council (ICC) has taken proactive steps to address this through its Social Media Protection Initiative with GoBubble, an online safety technology company. Launched ahead of the ICC Women’s T20 World Cup 2024, the partnership combines artificial intelligence with human moderation to detect and mute toxic or abusive comments across ICC platforms, teams and player accounts.

Analysis of data from 1 October 2024 to 30 September 2025 shows the scale of the challenge. More than 8 million social-media comments across all ICC official channels, participating teams, and player accounts were scanned where 29 percent were identified as abusive, hateful, or spam content. These figures highlight how widespread online abuse has become in sport and underline the urgent need for strong digital safeguarding measures.

This problem is not limited to cricket. A four-year study by World Athletics found that nearly 60 percent of verified online abuse during major international events was directed at women, with a significant portion being sexist or sexual in nature. Such findings make clear that online harassment of female athletes is a global issue which requires continued attention, education, and coordinated action across all sports.

It is clear that the wider cricket community must take proactive steps in digital safeguarding to protect both the game and its players. The online space has become part of a player’s workplace, and ensuring it is safe is as vital as providing secure venues or dressing rooms

Members can support players by offering guidance on managing online engagement, helping them understand their rights, set healthy boundaries, and access psychological support when needed. Just as important is embedding online safety principles into safeguarding policies so they reach every corner of the sport. Through these practical steps, cricket can uphold its values and ensure that every player feels protected, respected, and free to express themselves both on the field and in the digital world.