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The Advertising Standards Authority (ASA) has delivered two separate rulings on gambling ads. Earlier today (May 27), the regulator cleared Betway over an Instagram post featuring Thierry Henry, while it upheld a complaint against Oddschecker for posts that used Harry Kane and Erling Haaland.
Both cases were part of a wider review into gambling promotions on social media, following complaints and research into how such ads reach under‑18s.
Oddschecker posts ruled irresponsible for featuring Kane and Haaland
The ASA found that two Instagram posts from Oddschecker crossed the line by using current football stars with strong youth appeal.
One post showed Harry Kane with the caption, “Harry Kane is the most backed player to win the Ballon d’Or in 2026 (32% of bets)”. Another featured Erling Haaland, stating, “NORWAY ARE THE MOST BACKED TO WIN 2026 WC”.
Regulators concluded that both posts were ads, not editorial content, because they promoted betting activity through Oddschecker’s platform.
The ASA noted that Kane, as England captain and Premier League record scorer, and Haaland, as a global star at Manchester City, were both considered high‑risk figures likely to attract under‑18s.
Despite Oddschecker setting its account to 18+ and adding disclaimers, the regulator pointed to Ofcom data showing widespread under‑18 use of Instagram and the ease with which minors bypass age checks.
For that reason, the ASA ruled the ads breached the CAP Code’s social responsibility rules, stating they must not appear again in the form complained of. Oddschecker was told not to feature individuals who have strong appeal to children in future gambling ads.
Betway cleared over Thierry Henry ad
Meanwhile, Betway’s Instagram post featuring Thierry Henry was judged acceptable. The ad included the Betway logo, an 18+ symbol, and the message “bet the responsible way.”
It quoted Henry saying, “FOR THE FIRST TIME IN A LONG TIME, I CAN SEE THIS TEAM WINNING THE LEAGUE – NOT JUST AS AN ARSENAL FAN, BUT AS A FOOTBALL FAN AND AN ANALYST.”
The ASA agreed the post was an ad but found Henry unlikely to be of strong appeal to under‑18s. He retired from professional football more than a decade earlier and now works mainly as a pundit for CBS Sports in the U.S., with occasional guest appearances in the UK.
Betway also provided data showing that only around 19,000 of Henry’s Instagram followers were under 18 and based in the UK, far below the CAP Guidance threshold of 100,000.
Viral clips of his punditry were considered adult‑focused and not enough to make him resonate strongly with younger audiences. On that basis, the ASA ruled the ad did not breach the Code, and no further action was required.
These decisions join a string of gambling ad rulings in 2026. Earlier this year, the ASA reversed its ban on Ladbrokes’ “Ladbucks” advert, while in April it upheld a complaint against SkillOnNet over a stand‑up comedy ad that was found to downplay gambling harm.
