ASA Bans Oddschecker’s Posts Featuring Kane and Haaland

(AsiaGameHub) –   The UK Advertising Standards Authority has instructed Cyan Blue Odds Ltd, operating as Oddschecker, to refrain from republishing two Instagram posts containing betting references that featured Harry Kane and Erling Haaland.

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Key Highlights

• ASA upheld complaints regarding two Instagram posts from OddscheckerTV dated November 2025.
• The regulator determined that Kane and Haaland hold significant appeal to individuals under 18 within the context of gambling-related material.
• A distinct Betway post featuring Thierry Henry was found not to violate the same regulations.

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This decision serves as a stark reminder to UK gambling affiliates that social media posts may be classified as advertisements even if a company labels them as editorial content. The ASA noted that the Oddschecker posts were published on an account managed by Oddschecker, contained betting statistics, and directed users toward gambling services.

Footballer Posts Do Not Meet ASA Standards

One post from OddscheckerTV displayed England captain Harry Kane alongside the text: “Harry Kane is the most backed player to win the Ballon d’Or in 2026 (32% of bets)”.

Another post showcased Erling Haaland with the caption: “Norway are the most backed to win 2026 WC”. This post also mentioned improved prices and shorter odds offered by specific bookmakers.

A researcher from the University of Bristol contested the posts, asserting that prominent footballers featured in gambling content are likely to strongly attract those under 18. After examining the content and Instagram’s access restrictions, the ASA concurred.

Oddschecker contended that the posts constituted editorial commentary rather than direct advertisements. The firm also highlighted an 18+ restriction on the OddscheckerTV account and a profile biography characterizing the content as intended for adults.

Nevertheless, the ASA determined that these protective measures were inadequate. The regulator referenced Ofcom statistics indicating that 52% of 13 to 15-year-olds and 76% of 16 to 17-year-olds are regular Instagram users. It further noted that many young users provide false ages, and platform checks do not consistently prevent access by minors.

Additionally, the regulator dismissed the argument that the posts fell outside the scope of gambling advertising regulations. Because they referenced betting volumes, bookmaker odds, and Oddschecker services, the ASA classified them as marketing communications under the CAP Code.

The ASA concluded that the posts violated social responsibility clauses and ordered Oddschecker to discontinue their use in their current format. It also cautioned the company against featuring individuals or characters with strong appeal to minors in future gambling advertisements.

Complaint Regarding Betway’s Thierry Henry Post Dismissed

Conversely, Betway faced no regulatory action regarding an Instagram post involving Thierry Henry. The post advertised an interview with Henry, Betway’s global ambassador, and displayed Betway branding, responsible gambling logos, an 18+ badge, and a reference to GambleAware.

Betway asserted that Henry primarily appeals to an older demographic of football fans. Having retired from professional play some time ago, he now works predominantly as a pundit, including for CBS Sports in the United States. The company also provided evidence demonstrating a low count of UK-based Instagram followers under the age of 18.

The ASA accepted this reasoning. While acknowledging Henry’s substantial general profile, the regulator noted that his current media role and limited following among UK youth implied he was unlikely to possess strong appeal to under-18s according to CAP guidance.