ASA orders removal of Oddschecker posts featuring Kane and Haaland

The Advertising Standards Authority (ASA) has ordered the removal of two Instagram posts. These featured Harry Kane and Erling Haaland on Oddschecker TV’s Instagram. They were found to breach gambling advertising rules.

The regulator concluded that both players have a strong appeal to under-18s. The ruling comes as scrutiny by regulators is on the increase. In particular, of how betting operators and affiliates use sports personalities in promos on social media.

ASA rules posts were gambling advertisements

The complaint was about two posts published on OddscheckerTV's Instagram account. These were both in November 2025:

• One post stated that Harry Kane was the most-backed player to win the 2026 Ballon d'Or.
• The other talked of Norway's chances of winning the 2026 FIFA World Cup. This was posted with an image of Erling Haaland.

Oddschecker argued that the content was editorial in nature rather than advertising. The company said the posts provided commentary on betting markets. They argued they should not be treated as gambling promotions. The ASA disagreed.

It found that the posts appeared in a space controlled by Oddschecker that were referred directly to betting activity and bookmaker odds. They were designed to encourage engagement with gambling-related services. The regulator concluded they fell within the scope of the CAP Code's gambling advertising rules.

Football stars highly appealing to young audiences

A factor in the ruling was the popularity of the players with younger audiences.

The ASA reviewed evidence and considered whether under-18s were likely to be exposed to the content. It noted that Instagram's age-gating systems could be bypassed. Many younger users access content by registering accounts with incorrect ages. The regulator also mentioned Ofcom research that Instagram remains widely used among teenagers.

The ASA decided that both Kane and Haaland, as current elite footballers, have significant recognition among young people. The regulator concluded that featuring them in gambling-related posts was socially irresponsible because of their profile and influence.

"The use of these footballers in gambling advertisements was likely to have strong appeal to under-18s." - ASA

The ASA instructed Oddschecker not to use the advertisements again in their current form. They warned the company against featuring personalities with strong youth appeal in future gambling marketing.

Why the Thierry Henry complaint failed

The regulator reached a different conclusion in a separate complaint. This one involved Betway and former Arsenal striker Thierry Henry.

The post promoted an interview with Henry. Henry is currently a Betway ambassador. Unlike the Oddschecker advertisements, the content included responsible gambling messaging and age-restriction notices. Betway also argued that Henry's audience is significantly older than that of current football stars.

The ASA agreed. It found that Henry's retirement from professional football, combined with his current role as a television pundit, reduced his appeal to under-18s. The regulator concluded that the advertisement did not breach gambling marketing rules.

Growing pressure on gambling advertising

The ruling makes us take note of wider concerns about the visibility of gambling  advertising to younger audiences.

UK regulations already prohibit gambling advertisements when they’re likely to appeal to children or young people. However, regulators and campaign groups question whether safeguards go far enough.

MPs and gambling reform groups have discussed for tougher advertising restrictions. These include a pre-9pm watershed on gambling adverts.

For the industry, the Oddschecker decision is another reminder that using sports stars in gambling promotions is a significant compliance risk.