The Advertising Standards Authority (ASA) has directed Cyan Blue Odds Ltd, operating as Oddschecker, to remove two Instagram posts that contravened UK gambling advertising regulations. The ruling, announced on Wednesday, follows complaints that the posts, shared in November 2025, featured popular footballers Harry Kane and Erling Haaland, potentially appealing to under-18s. This decision is significant as it underscores regulatory vigilance over gambling content that could influence young audiences.
The case arose when a researcher from the University of Bristol filed a complaint, highlighting concerns that using high-profile athletes in such posts might encourage gambling among minors. One of the contested posts highlighted Harry Kane as the most backed player for the 2026 Ballon d’Or, citing that 32% of bets favored him. Another post showcased Erling Haaland with a mention of Norway’s favorable odds for the 2026 World Cup.
Oddschecker argued that their posts were editorial rather than promotional, thus not subject to the same advertising standards. They noted that their Instagram account enforces a minimum age restriction of 18 and includes disclaimers indicating content is for adults.
However, the ASA found that the posts indeed served as marketing communications, given their content and context. They cited the posts’ explicit mentions of betting odds and their existence within a space controlled by Oddschecker, asserting that these factors subjected them to the Committee of Advertising Practice (CAP) Code’s gambling advertising rules, particularly those about social responsibility.
To evaluate the posts’ potential appeal to minors, the ASA relied on data reflecting youth social media usage, including statistics showing significant Instagram usage among teenagers. The regulator expressed concerns over Instagram’s reliance on self-reported ages and emerging AI technology, which they deemed insufficient to prevent under-18 access. They concluded that featuring footballers with significant youth appeal was “irresponsible” and ordered the posts’ removal. Furthermore, the ASA cautioned Oddschecker against using figures with strong youth appeal in future promotions.
In a related but contrasting case, the ASA dismissed a complaint against Betway concerning an Instagram post featuring Thierry Henry. The post, which promoted an interview with Henry, a retired player and current football pundit, included responsible gambling messaging and age-restriction symbols. Betway successfully argued that Henry’s appeal is more significant among older demographics, and ASA agreed, noting his limited relevance to younger UK audiences.
These rulings come amid heightened scrutiny of gambling advertisements in the UK, particularly those likely to attract young people. The UK’s regulatory framework prohibits gambling promotions that could appeal to minors, including endorsements by influential figures. Nevertheless, the ASA recently dismissed a complaint against Ladbrokes, which alleged that their “Ladbucks” advertisement resembled video game currency, finding no strong appeal for minors.
The ASA’s actions reflect ongoing regulatory efforts to address concerns over gambling advertisement impacts on youth. UK lawmakers are increasingly framing gambling advertising as a public health issue. A report from the All-Party Parliamentary Group for Gambling Reform suggested several reforms, including a pre-9pm advertising ban, indicating a potential shift in regulatory policies.
As the ASA’s directives compel Oddschecker to adjust its marketing strategies, attention now turns to how the company will align future content with regulatory expectations. The broader industry continues to monitor these developments closely, given the potential for further regulatory changes that could reshape advertising practices in the gambling sector.
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