Consumer Economy Policy

UK Watchdog Bans Instagram Betting Ads Featuring Football Stars Kane and Haaland

The UK’s Advertising Standards Authority has banned Instagram betting ads featuring football stars Harry Kane and Erling Haaland. The watchdog cited the players’ strong appeal to under-18s as the reason for the ban.

Flavor News Editorial Desk 3 min read
Instagram betting ads featuring football stars Harry Kane and Erling Haaland have been banned by the UK's advertising watchdog.
Instagram betting ads featuring football stars Harry Kane and Erling Haaland have been banned by the UK's advertising watchdog.

Market impact

The ASA's ban on Instagram betting ads featuring prominent footballers highlights increased regulatory scrutiny on gambling promotions targeting younger demographics.

Why it matters: This ruling underscores the increasing regulatory focus on how betting companies advertise on social media platforms, particularly concerning their appeal to underage audiences and the responsibility of platforms to enforce age restrictions.

Key numbers

  • 2
  • 18
  • 2026
  • 32%
  • 24 hours

Watch next

  • Future ASA rulings on social media gambling ads
  • Platform policies on age verification for betting content
  • Gambling industry's marketing strategies on digital platforms
Advertising Gambling Social Media Instagram Advertising Standards Authority (ASA) Oddschecker Harry Kane

The UK's advertising watchdog has banned two Instagram advertisements featuring football stars Harry Kane and Erling Haaland, deeming them "irresponsible." The Advertising Standards Authority (ASA) stated that the ads, promoting an online betting site, violated their code due to the "strong appeal to under-18s" that Kane and Haaland possess.

Oddschecker, the platform responsible for posting the images, contended that the content was "primarily editorial in nature, rather than ads" and that the account was already set to an 18-plus audience. However, the ASA countered that a "significant number of children" had likely not provided their real date of birth when signing up for Instagram accounts.

The ASA initiated an investigation into the adverts, which appeared in November, following a complaint from a researcher at Bristol University. One ad showed a picture of Kane with the caption: "Harry Kane is the most backed player to win the Ballon d'Or in 2026 (32% of bets)," accompanied by a trophy emoji. The second ad showed Haaland with the caption: "In the last 24 hours, Norway to win the 2026 World Cup is the most-backed bet placed through oddschecker."

Cyan Blue Odds Ltd, operating as Oddschecker, acknowledged that featuring prominent footballers could attract younger audiences. The company stated it had configured its account to restrict visibility to individuals over 18. Oddschecker argued that the posts constituted general "editorial" content rather than direct advertising, which explained the absence of age disclaimers or responsible gambling messages.

The ASA dismissed this defense, considering both Kane and Haaland to present "a high risk of strong appeal to under-18s." Consequently, the authority concluded that the ads were irresponsible and in breach of the advertising code.

In a separate ruling, the ASA examined another Instagram ad featuring a footballer and determined it did not violate its rules. This particular advert for Betway included a photo of former Arsenal forward and current pundit Thierry Henry. The ASA said that Henry was unlikely to have a strong appeal to individuals under 18, and therefore, the ad did not contravene its code.