Two advertisements for the online betting platform Oddschecker, featuring images of footballers Harry Kane and Erling Haaland, have been banned by the Advertising Standards Authority (ASA) for being likely to appeal to individuals under the age of 18.
Details of the Banned Ads
The first advertisement, posted on the oddscheckertv Instagram account in November, displayed a photograph of Harry Kane accompanied by the caption: “Harry Kane is the most backed player to win the Ballon d’Or in 2026 (32% of bets),” along with a trophy emoji. The second ad featured a picture of Erling Haaland with the text: “In the last 24 hours, Norway to win the 2026 World Cup is the most-backed bet placed through oddschecker.”
Complaint and Investigation
A researcher from Bristol University filed a complaint, challenging whether the advertisements violated gambling advertising regulations by featuring individuals who are likely to hold strong appeal to under-18s. Cyan Blue Odds Ltd, trading as Oddschecker, argued that the posts were “primarily editorial in nature, rather than ads,” which is why they did not include the age disclaimer and social responsibility message typically accompanying their direct gambling promotions. The company acknowledged the heightened risk associated with featuring “top-flight” footballers and stated that the account was set to a minimum age of 18-plus.
ASA Ruling
Upholding the complaint, the ASA noted that a significant proportion of under-18s use Instagram, and it is likely that many children do not provide their real date of birth when signing up. The authority considered both Kane and Haaland “to be a high risk of strong appeal to under-18s.” The ASA concluded: “For those reasons, we concluded the ads were irresponsible and breached the code.”
Separate Ruling on Thierry Henry
In a separate decision, the ASA found that an Instagram post from Betway featuring former Arsenal striker Thierry Henry did not breach advertising rules, as he was deemed unlikely to be of strong appeal to under-18s.
