Instagram Betting Ads Featuring Kane and Haaland Banned by UK Watchdog
The BBC reported Monday that two Instagram adverts featuring England captain Harry Kane and Manchester City striker Erling Haaland have been banned by the UK’s advertising regulator. The watchdog ruled the posts promoted gambling irresponsibly by carrying strong appeal to children.
ASA Rules Against Oddschecker Posts
The Advertising Standards Authority (ASA) determined that the adverts, placed by online betting aggregator Cyan Blue Odds Ltd, trading as Oddschecker, breached its code of conduct. One post showed Kane alongside statistics about bets placed on his Ballon d’Or chances. Another featured Haaland paired with data on wagers backing Norway at the 2026 World Cup. The regulator concluded both players carry a high risk of appealing strongly to minors. It ruled the content irresponsible and in breach of advertising standards.
Oddschecker’s Defence Failed to Hold
Oddschecker argued the posts were editorial commentary rather than paid advertising. The company said it had restricted the account to users aged 18 and over. It acknowledged top footballers could attract younger audiences but maintained the age-gating measure was sufficient. The ASA rejected that reasoning. It noted that a significant share of Instagram users provide false birthdates when registering. Age restrictions on accounts therefore cannot guarantee minors are excluded from viewing content.
Background on Gambling Ad Restrictions
UK regulators have tightened scrutiny of gambling advertisements featuring celebrities with youth followings. Previous rulings targeted ads involving Formula 1 driver Lewis Hamilton and the Chelsea Football Club badge. The ASA’s framework prohibits gambling promotions that are likely to appeal strongly to people under 18, regardless of the commercial format used.
Thierry Henry Ad Cleared in Same Review
Not all decisions in the latest batch went against advertisers. A separate Instagram post by betting operator Betway featuring former Arsenal striker and current television pundit Thierry Henry was cleared. The ASA found Henry’s profile unlikely to carry strong appeal to under-18s in the current media landscape. The ruling illustrates how the regulator weighs individual celebrity profiles rather than applying a blanket rule to all footballers.
Oddschecker has not publicly indicated whether it will challenge the findings or alter its social media strategy in response.
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