UK bans Instagram betting ads featuring Kane and Haaland

British advertising regulators have banned betting advertisements on Instagram that featured top footballers Harry Kane and Erling Haaland. The watchdog ruled the ads had strong appeal to under-18s, violating rules on gambling marketing targeting minors.

The UK's Advertising Standards Authority (ASA) has banned betting advertisements on Instagram that prominently featured England captain Harry Kane and Manchester City striker Erling Haaland, ruling that the content held strong appeal to children and young people under the age of 18.

The regulator determined that using high-profile footballers — who command enormous followings among younger audiences — in gambling promotions crossed the line on responsible advertising standards. Under UK advertising rules, betting companies are prohibited from creating content that is particularly appealing to minors, whether through imagery, themes, or the personalities featured.

The rulings highlight ongoing concerns about gambling advertising on social media platforms, where content can reach young users with relative ease. Instagram's algorithms can serve ads to accounts belonging to teenagers, raising questions about how effectively betting firms and platforms enforce age-appropriate targeting.

The decision is part of a broader crackdown in the United Kingdom on the gambling industry's use of celebrity and sports star endorsements. Regulators and campaigners have long argued that featuring beloved athletes in betting promotions blurs the line between sports fandom and gambling culture, potentially normalising wagering behaviour among younger fans who idolise these players.