The UK’s advertising watchdog has banned two Instagram betting adverts featuring Harry Kane and Erling Haaland after ruling they were likely to appeal to under-18s.
The adverts, posted by betting comparison platform Oddschecker, sparked concern because both players remain hugely popular with younger football fans across the world. The Advertising Standards Authority (ASA) decided the posts breached advertising rules designed to protect children from gambling promotion online.
One advert featured England captain Harry Kane alongside text highlighting his Ballon d’Or betting odds. The second used Manchester City striker Erling Haaland to promote bets on Norway winning the 2026 World Cup.
Oddschecker argued the posts were more editorial than promotional and said the Instagram account had been restricted to users aged over 18. The company also pointed out that gambling content is common across sports media platforms.
However, the ASA rejected that defence. It said both players have a strong appeal to young audiences and noted that many children use social media accounts with inaccurate birth dates, making age restrictions unreliable.
The ruling is another sign that regulators are taking a tougher stance on gambling advertising linked to football stars. Over the last few years, betting firms have faced increasing pressure over how and where they promote their services, especially on platforms heavily used by teenagers.
Interestingly, the ASA did not ban a separate Betway advert featuring former Arsenal striker Thierry Henry. The watchdog decided Henry, now better known as a football pundit than an active player, was less likely to strongly attract under-18s.
The decision raises wider questions about the future of gambling promotion in football. Betting companies have long relied on major players and tournaments to attract attention, especially around events like the World Cup and Champions League.
With the 2026 World Cup approaching, interest in betting markets is already growing rapidly. Fans are looking at everything from outright winners to player markets and Golden Boot predictions. For those following the leading contenders, our guide to the top world cup scorer market breaks down the latest favourites and value picks ahead of the tournament.
Football and betting have become closely connected over the years, but decisions like this show regulators are drawing a clearer line when it comes to protecting younger audiences online. Whether more restrictions follow remains to be seen, but gambling brands may now need to rethink how they use active football stars in their marketing campaigns.
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