The UK's Advertising Standards Authority has banned two Instagram advertisements from online betting platform Oddschecker featuring football superstars Harry Kane and Erling Haaland, deeming them "irresponsible" due to the players' strong appeal to under-18 audiences. The ruling underscores escalating regulatory scrutiny over gambling marketing on social media.
One post showed Kane with text promoting bets on him winning the 2026 Ballon d'Or, noting that 32% of bets backed the England captain. The other featured Haaland with a caption highlighting Norway as the most-backed bet to win the 2026 World Cup. Both were published without age disclaimers or responsible gambling messages.
The watchdog concluded that both Kane and Haaland, as active elite athletes with massive followings among teenagers, posed a "high risk of strong appeal to under-18s." Even though Oddschecker set its Instagram account to restrict viewing to users aged 18 and over, the ASA found that a "significant number of children" likely bypass this by falsifying their birth dates, rendering the age-gating ineffective.
Cyan Blue Odds Ltd, trading as Oddschecker, argued the posts were not traditional advertising but editorial content, akin to sports news updates. It maintained that the account's age settings were sufficient to protect minors. However, the ASA rejected this, stating that the commercial intent was clear—the posts directed users to betting markets and used promotional language.
The imagery itself could evoke young fans' memories: the photo of Kane and Haaland was from a high-profile Tottenham Hotspur versus Manchester City clash in 2023, a match watched by millions globally, further cementing their recognition among youth.
This ban fits into a stringent tightening of UK gambling advertising laws, particularly regarding individuals who appeal to children. Following the introduction of stronger rules in 2022, which banned sports personalities and celebrities from gambling ads if they "have a strong appeal to under-18s," regulators have been actively enforcing compliance. The ASA's action sends a clear message to operators that social media protections must go beyond age-gating.
In a parallel ruling, the ASA did not ban a Betway Instagram ad featuring former Arsenal forward and now pundit Thierry Henry. The regulator assessed that Henry, retired from playing and primarily known as a broadcaster, holds less appeal to under-18s than active stars. This distinction highlights how regulators differentiate between current and retired athletes, recognizing that active footballers like Kane and Haaland are youth icons while pundits may not carry the same marketing risk.
The decision could force betting companies to rethink their influencer strategies on social media. Using retired stars or non-sporting celebrities might become the safer route, while partnerships with current players may face stricter vetting. Brands might also invest in more robust age-verification tools to avoid penalties.
For Kane and Haaland, this ruling doesn't personally penalize them—neither was directly involved in creating the ads. However, it spotlights the delicate balance between athletes' commercial endorsements and their influence on young fans. Both players boast millions of young followers on Instagram, making any association with betting a sensitive subject.
The ASA's proactive monitoring of social media ads—triggered by a University of Bristol researcher's complaint—signals that even organic-looking content will be scrutinized. As online betting booms, regulators are likely to tighten loopholes, potentially requiring platforms to enhance age verification universally.
By banning these ads while approving Henry's, the ASA has drawn a clearer line in the sand: active footballers, especially global superstars, cannot be used to promote gambling on social media if children might see them. The ruling reinforces the principle that protecting minors outweighs commercial free speech in the UK's evolving advertising code.
Based on reporting from BBC Sport.