**Gambling Ads Featuring Football Stars Kane and Haaland Banned by UK Watchdog**
**London, UK** – Gambling advertisements prominently featuring England captain Harry Kane and Norway striker Erling Haaland on Instagram have been banned by the UK’s advertising watchdog, the Advertising Standards Authority (ASA). The ASA ruled that the ads had a “strong appeal to under-18s” and therefore breached advertising codes designed to protect minors.
The banned advertisements included a Bet365 post featuring Kane, and a Star Sports promotion showcasing Haaland. Both players are among the most recognizable and idolized figures in global football, boasting massive followings across social media platforms, including a significant proportion of younger fans.
The ASA investigation found that while the advertisements did not directly target minors, the use of such prominent and popular athletes meant they were inherently likely to appeal strongly to an underage audience. The watchdog highlighted that footballers of their calibre are often viewed as role models by children and teenagers, making their association with betting a particular concern.
Under CAP Code rule 16.3.12, gambling ads must not be likely to be of strong appeal to children or young persons, particularly by reflecting or being associated with youth culture. The ASA concluded that by featuring Kane and Haaland, the advertisers leveraged their immense popularity in a way that disproportionately attracted under-18s.
Bet365 and Star Sports reportedly argued that their ads were not specifically targeted at under-18s and that they employed age-gating measures on their social media content. However, the ASA concluded that these measures were insufficient given the inherent appeal of the featured players.
As a result of the ruling, the ASA has ordered that the advertisements must not appear again in their current form. It also reminded gambling advertisers of their responsibility to ensure their marketing communications do not unduly appeal to young people.
This decision comes amid ongoing scrutiny over gambling advertising in the UK and efforts to better protect vulnerable individuals, especially minors, from exposure to betting content. The use of high-profile sports stars in such campaigns has been a particular point of contention for campaigners advocating for stricter regulations.
