Full Breakdown
ASA Bans Oddschecker Instagram Ads Featuring Harry Kane and Erling Haaland
5/27/2026, 10:52:27 PM
Core Event and Regulatory Context
The UK Advertising Standards Authority (ASA) ruled that two Instagram posts by online betting price-comparison site Oddschecker (trading as Cyan Blue Odds Ltd) breached the UK Code of Non-Broadcast Advertising. The posts featured England striker Harry Kane and Norway forward Erling Haaland promoting bets on the 2026 Ballon d’Or and the 2026 World Cup. The ASA judged the ads “irresponsible” because the footballers have a high risk of strong appeal to under-18s and the content lacked age-verification prompts or responsible-gambling messages, despite Instagram’s popularity among minors.
Timeline of Complaint and Ruling
- November (year unspecified) – Oddschecker publishes the two Instagram images.
- Following the posts – a Bristol University researcher files a formal complaint with the ASA.
- Subsequent investigation – the ASA examines the ads, focusing on youth appeal and missing safeguards.
- Ruling (date not disclosed) – the ASA concludes the ads breach the code and orders them banned.
Data & Statistics from the Ads
- Kane post: “Harry Kane is the most backed player to win the Ballon d’Or in 2026 (32% of bets).”
- Haaland post: “In the last 24 hours, Norway to win the 2026 World Cup is the most-backed bet placed through Oddschecker.”
Official Statements & Responses
The ASA emphasized that both players constitute a “high risk of strong appeal to under-18s” and that the absence of age-gate mechanisms rendered the promotions irresponsible. Oddschecker argued the material was “primarily editorial in nature, rather than ads,” noting the Instagram account was set to an 18-plus audience and that it recognised the heightened risk of featuring top-flight footballers. The regulator rejected this defence, stating that celebrity presence does not exempt an advert from age-appropriate safeguards.
Criticism & Opposition
The Bristol University researcher’s complaint highlighted the danger of minors being drawn into gambling through celebrity endorsement. The ASA’s decision reinforces the principle that gambling operators must apply the same compliance standards to influencer-style content as to traditional advertisements.
Verbatim Quotes
- “For those reasons, we concluded the ads were irresponsible and breached the code.” — Advertising Standards Authority
- “to be a high risk of strong appeal to under-18s” — Advertising Standards Authority
- “primarily editorial in nature, rather than ads” — Cyan Blue Odds Ltd (trading as Oddschecker)
Implications and Next Steps
The ruling signals tighter scrutiny of gambling content on platforms popular with youth, prompting operators to add explicit age-gate controls and responsible-gambling notices. The ASA indicated ongoing monitoring of social-media betting promotions and may issue further guidance to ensure compliance.
