UK ASA Bans 2 Instagram Betting Ads Featuring Kane and Haaland Over Under-18 Appeal
Updated
Updated · BBC.com · May 26
UK ASA Bans 2 Instagram Betting Ads Featuring Kane and Haaland Over Under-18 Appeal
6 articles · Updated · BBC.com · May 26
Two Instagram posts for Oddschecker were banned after the UK Advertising Standards Authority ruled Harry Kane and Erling Haaland have strong appeal to under-18s, making the betting ads irresponsible.
The November posts highlighted betting activity — Kane as the most-backed 2026 Ballon d'Or pick at 32% of bets, and Norway to win the 2026 World Cup as the most-backed wager in 24 hours.
Oddschecker said the posts were editorial rather than ads and that its Instagram account was restricted to users aged 18 and over, but the ASA said many children can access the platform with false birth dates.
The watchdog opened the case after a Bristol University researcher complained and, in a separate ruling, cleared a Betway Instagram ad featuring Thierry Henry because he was judged less likely to strongly appeal to minors.
With stars like Kane and Haaland banned from ads, who is next for regulators?
Why can a retired football legend promote betting, but today's top stars cannot?