ASA Bans Instagram Gambling Ads Featuring Harry Kane and Erling Haaland

The ads were posted by Oddschecker in November 2025, through the platform’s Instagram account, oddscheckertv. One post stated Kane was the ‘most backed player’ to win the 2026 Ballon d'Or, while the other highlighted betting interest surrounding Norway winning the 2026 FIFA World Cup.

Oddschecker argued the posts were ‘primarily editorial in nature’ rather than direct advertising. The company also pointed to measures designed to restrict access, including setting the Instagram account to 18+ and clearly labelling it as intended for adults.

However, the ASA rejected that defence.

ASA’s Official Ruling

In its ruling ^[1], ASA said the posts encouraged gambling activity by referencing betting markets, prices and betting behaviour. Because of this, ASA concluded the content did fall within the scope of the CAP Code.

The ASA also raised concerns over the effectiveness of social media age-gating. Citing Ofcom research, it noted that a significant number of under-18s access Instagram using accounts registered with adult birth dates.

In short, even accounts restricted to users aged 18+ could still be accessed by children.

The regulator also acknowledged that gambling ads featuring footballers could be acceptable in environments where audiences had been ‘robustly age-verified’ as adults. But Instagram, was ruled not to meet that threshold.

On top of this, both Kane and Haaland were considered high-risk figures under existing gambling advertising guidance.

The ASA highlighted Kane’s role as England captain, Bayern Munich striker, former Tottenham Hotspur player and one of the Premier League’s most recognisable figures. Haaland, meanwhile, was described as a global football star with major appeal through his performances for Manchester City and the Norway national team.