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The UK Advertising Standards Authority has told Cyan Blue Odds Ltd, trading as Oddschecker, not to reuse two Instagram posts that featured Harry Kane and Erling Haaland with betting references.
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The ruling gives UK gambling affiliates a clear reminder: posts can count as advertising even when a company calls them editorial. ASA said the Oddschecker posts appeared on an account controlled by Oddschecker, included betting data, and encouraged users toward gambling services.
One OddscheckerTV post showed England captain Harry Kane with the line: “Harry Kane is the most backed player to win the Ballon d’Or in 2026 (32% of bets)”.
Another featured Erling Haaland and said: “Norway are the most backed to win 2026 WC”. The post also referenced shorter odds and better prices available with some bookmakers.
A University of Bristol researcher challenged the posts, arguing that high-profile footballers in gambling content would likely appeal strongly to under-18s. ASA agreed after reviewing both the content and Instagram access controls.
Oddschecker argued that the posts were editorial commentary, not direct ads. The company also pointed to an 18+ setting on the OddscheckerTV account and a profile bio that described the content as adult-focused.
However, ASA said the safeguards did not go far enough. The regulator cited Ofcom data showing that 52% of 13 to 15-year-olds and 76% of 16 to 17-year-olds used Instagram regularly. It also said many young users enter false ages, while platform checks still do not reliably block under-18 access.
The regulator also rejected the idea that the posts sat outside gambling ad rules. Because they referenced bet volumes, bookmaker odds, and Oddschecker services, ASA treated them as marketing communications under the CAP Code.
ASA said the posts breached social responsibility rules and told Oddschecker not to use them again in the same form. It also warned the company not to include people or characters with strong under-18 appeal in future gambling advertising.
By contrast, Betway avoided action over an Instagram post with Thierry Henry. The post promoted an interview with Henry, who serves as global ambassador for Betway, and included Betway branding, responsible gambling logos, an 18+ symbol, and a GambleAware reference.
Betway argued that Henry appeals mainly to older football audiences. He retired from professional football years ago and now works largely as a pundit, including on CBS Sports in the U.S. The company also supplied data showing a low number of UK under-18 followers on Instagram.
ASA accepted that argument. The regulator said Henry still has a large overall profile, but his current media role and limited UK youth following meant he was unlikely to have strong appeal to under-18s under CAP guidance.