Instagram betting ads featuring Kane and Haaland banned
Instagram Betting Ads Featuring Kane and Haaland Banned
Instagram betting ads featuring Kane and Haaland – The UK’s Advertising Standards Authority (ASA) has taken action against two Instagram advertisements that prominently featured football stars Harry Kane and Erling Haaland. The watchdog determined that these ads, promoting an online betting platform, violated advertising guidelines due to their potential to mislead under-18s. The case emerged after a complaint from a researcher affiliated with Bristol University, prompting an investigation that began in November.
The Case Against the Ads
The two banned ads were initially presented by Cyan Blue Odds Ltd, the company operating under the name Oddschecker. One advertisement highlighted Kane, a Premier League forward for Tottenham Hotspur and England, with a caption that read: “Harry Kane is the most backed player to win the Ballon d’Or in 2026 (32% of bets).” A trophy emoji accompanied the statement, visually reinforcing the allure of the claim. The second ad focused on Haaland, the Norwegian striker currently playing for Manchester City, and stated: “In the last 24 hours, Norway to win the 2026 World Cup is the most-backed bet placed through Oddschecker.”
The ASA’s ruling centered on the potential for these ads to attract young audiences. It argued that both Kane and Haaland possess a “strong appeal to under-18s,” which could lead to an increased risk of gambling-related harm among minors. The watchdog emphasized that even though the account was set to 18-plus, the presence of the players in the images, combined with the betting context, created an environment where children might still be influenced. The authority pointed out that some users had not used their real date of birth when registering for Instagram, making them vulnerable to the ads’ persuasive messaging.
Oddschecker’s Defense
Oddschecker contested the ASA’s decision, asserting that the posts were “primarily editorial in nature, rather than ads.” The company claimed that the content was more akin to general commentary on football and betting trends, not direct promotional material. This defense was based on the argument that the account’s settings restricted access to adults only, thereby minimizing the risk of children viewing the content. However, the ASA rejected this reasoning, stating that the ads still had the potential to reach under-18s through platforms like Instagram.
“For those reasons, we concluded the ads were irresponsible and breached the code,” the ASA stated in its findings. The authority noted that while the account was configured for 18-plus users, the visual and textual elements of the ads could still resonate with younger viewers. This included the use of emojis, the mention of high-profile players, and the implicit suggestion that betting on their success was a popular and credible option. The ASA’s decision underscores the importance of age-appropriate disclaimers, even when content is technically accessible only to adults.
Impact of the Ruling
The ban on these ads highlights the ASA’s proactive stance in protecting children from the influence of gambling marketing. The watchdog has long emphasized the need for responsible advertising, particularly in contexts where young audiences are heavily engaged. Social media platforms, with their vast reach and visual appeal, have become prime targets for such scrutiny. The ASA’s focus on the “strong appeal to under-18s” reflects concerns about how prominent athletes are used to attract attention and encourage betting behavior among minors.
The ruling also raises questions about the effectiveness of age-restricted accounts in preventing children from accessing betting content. Despite Oddschecker’s efforts to limit the audience, the ASA argued that the ads still had the potential to mislead. This suggests that while account settings are a helpful measure, they may not be sufficient on their own. The authority’s emphasis on the “significant number of children” who could still view the ads indicates a broader concern about the reach of gambling marketing in the digital age.
Other Advertisements Evaluated
In a separate analysis, the ASA reviewed another Instagram ad featuring a footballer, which was deemed to comply with its guidelines. The ad, promoting Betway, included a photograph of Thierry Henry, a former Arsenal forward turned sports analyst. The watchdog concluded that Henry’s image and the ad’s content were unlikely to strongly appeal to under-18s, thus not breaching the code. This distinction highlights the ASA’s nuanced approach to evaluating the risk posed by different advertisements, taking into account factors such as the athlete’s public persona and the ad’s messaging.
The case involving Oddschecker and the two players serves as a cautionary example for other brands using social media to promote betting. The ASA’s decision emphasizes that even if content is intended for adults, the context and design of the ads can still impact younger viewers. This is particularly relevant in an era where platforms like Instagram are increasingly used by children and teenagers for entertainment and information.
Broader Implications for Gambling Advertising
The banning of these ads reflects a growing trend in the UK to regulate gambling marketing more strictly. The ASA has previously taken action against other campaigns that targeted children, including those featuring popular celebrities and sports figures. This case reinforces the idea that advertisers must take additional steps to ensure their content does not exploit the vulnerability of young audiences. For example, the ASA has called for clearer disclaimers and more explicit messages about responsible gambling, even when the audience is restricted to adults.
While Oddschecker argued that the ads were editorial in nature, the ASA’s response indicates that the classification of content as “non-advertising” may not fully absolve companies from their responsibility to protect minors. The watchdog’s focus on the visual and emotional appeal of the ads, rather than their technical classification, suggests a shift in how advertising regulations are applied. This approach ensures that the messaging and imagery used in ads are evaluated for their potential impact on children, regardless of whether they are labeled as promotional material.
The ruling also has implications for the broader betting industry. As more brands turn to social media for advertising, the ASA is likely to continue scrutinizing campaigns that feature high-profile athletes. This case serves as a reminder that even if an ad is not explicitly directed at children, its design and content can still influence them. Advertisers must now be more mindful of how they present betting opportunities, ensuring that they do not inadvertently encourage minors to engage in gambling activities.
Outside the UK, similar efforts to regulate gambling advertising are underway. In many countries, the use of social media by betting companies has sparked debates about the need for stricter age verification processes and clearer disclaimers. The ASA’s decision adds to this global conversation, reinforcing the idea that gambling advertising must be held to higher standards when it comes to targeting young audiences. The case involving Kane and Haaland demonstrates the importance of balancing marketing creativity with the responsibility to protect vulnerable consumers.
Sign up for our Tech Decoded newsletter to follow the world’s top tech stories and trends. Outside the UK? Sign up here.