Instagram betting ads featuring Kane and Haaland banned

The UK's Advertising Standards Authority (ASA) has banned two Instagram adverts featuring prominent football stars Harry Kane and Erling Haaland, deeming them "irresponsible" due to their strong appeal to under-18 audiences. The adverts, which promoted an online betting site, were found to breach the ASA's advertising code after an investigation was prompted by a complaint from a researcher at Bristol University. The ASA's ruling highlights the growing concern regarding the influence of celebrity endorsements in gambling advertisements, especially in relation to younger audiences who may be vulnerable to such promotions.

The adverts in question, which appeared on Instagram, displayed Kane alongside the statement that he was the most backed player for the 2026 Ballon d'Or, and another featuring Haaland stating that Norway was the most-backed bet for the 2026 World Cup. These posts were shared by Cyan Blue Odds Ltd, trading as Oddschecker, which contended that the content was primarily editorial rather than direct advertisements. The company further claimed that it had restricted access to the account to users aged 18 and over, attempting to mitigate the potential risks associated with underage exposure to gambling promotions.

However, the ASA rejected Oddschecker's defense, citing concerns that a significant number of children might have registered on Instagram with false dates of birth, thereby gaining access to the content. The authority underscored that both Kane and Haaland could strongly appeal to younger audiences, making the advertisements irresponsible in nature. In a separate ruling, the ASA concluded that an advert featuring former Arsenal forward Thierry Henry did not breach its code, as he was deemed unlikely to attract a significant under-18 audience, illustrating the nuanced approach the ASA is taking in regulating gambling advertisements featuring celebrities.

This decision marks an important step in the ongoing dialogue about the regulation of gambling advertising, particularly as it pertains to social media platforms where young users are prevalent. The ASA's actions reflect a broader commitment to protecting minors from potentially harmful influence, ensuring that advertising practices align with responsible standards. As the conversation around gambling and its accessibility continues to evolve, regulators are likely to remain vigilant in their oversight of marketing strategies that could impact younger demographics.