Instagram removed two betting adverts featuring England captain Harry Kane and Manchester City striker Erling Haaland after the UK’s Advertising Standards Authority ruled them irresponsible and in breach of strict gambling promotion rules. The ads, posted on Kane’s and Haaland’s verified accounts, promoted Bet365’s Euro 2024 special offers and were live for 48 hours before being flagged by watchdog groups. Kane’s post showed him holding a mobile phone displaying a £250 free bet, while Haaland’s featured a £100 sign-up bonus with odds flashing across the screen.
The ASA’s ruling, published today, concluded that both promotions failed to include mandatory risk warnings and targeted users under 25 through the use of elite athletes. The watchdog also criticised the lack of age verification in the adverts’ delivery mechanisms, despite the players’ global followings exceeding 100 million combined. Bet365 has not responded to requests for comment, while Kane’s representatives declined to address the decision.
| Aspect | Kane’s Advert | Haaland’s Advert |
|---|---|---|
| Promoted Offer | £250 free bet | £100 sign-up bonus |
| Duration on Platform | 48 hours | 48 hours |
| Risk Warning | Missing | Missing |
| Target Demographic | Under 25 via athlete influence | Under 25 via athlete influence |
Regulators are tightening the screws on gambling firms after a 23% rise in problem gambling cases reported by the NHS last year. The ASA has banned 12 betting ads in June alone, including two featuring Premier League players. Industry analysts warn that influencer-driven promotions are increasingly under the microscope, with 68% of under-25 gamblers citing social media ads as their primary exposure to betting brands.
Key Points
- ⚠️ Kane and Haaland’s verified Instagram accounts hosted the banned betting adverts
- 📜 ASA ruled the ads irresponsible for missing risk warnings and targeting young users
- 📈 Bet365’s Euro 2024 promotions were the focus of the complaints
Social media platforms are now required to implement stricter age-gating measures under new UK Online Safety Act provisions, which came into force last month. Meta, Instagram’s parent company, has pledged to improve its ad moderation after facing criticism for failing to prevent 34 gambling promotions from reaching underage users in Q1 2024. The ASA’s decision follows a landmark ruling in May that banned a gambling ad featuring Cristiano Ronaldo for similar reasons.
📋 By The Numbers
- 12 — Betting ads banned by ASA in June 2024
- 23% — Increase in problem gambling cases reported by NHS in 2023
- 68% — Under-25 gamblers citing social media ads as primary exposure to betting brands
Campaigners argue the crackdown is long overdue. “Children are being groomed by elite athletes they idolise,” said Sarah Hutchinson, spokesperson for Gambling With Lives. “The ASA’s ruling is a step in the right direction, but voluntary guidelines aren’t enough. We need mandatory age verification for all gambling ads on social media.” The Gambling Commission is expected to introduce stricter rules next month, including a ban on gambling sponsorships in football shirts for under-18 teams.
💡 Pro Tip
Brands using influencer marketing for gambling promotions should pre-screen ad content with the ASA’s latest guidelines to avoid costly bans and reputational damage.
For now, the ban on Kane and Haaland’s adverts stands as a warning to both athletes and betting firms. With the Euro 2024 tournament underway, regulators are doubling down on enforcement, and the ASA has already issued a fresh batch of warnings to 15 gambling companies over unlicensed influencer promotions. The pressure is on for the industry to self-regulate—or face stricter government intervention.
- First — The ASA’s ruling applies to all UK-registered social media accounts, regardless of the influencer’s global reach
- Second — Meta’s age-gating tools must now verify user age before serving gambling ads
- Third — The Gambling Commission’s upcoming rules will ban sponsorships for under-18 football teams starting August 1
