The Advertising Standards Authority has banned social media posts promoting gambling that featured football stars Harry Kane and Erling Haaland. Sources confirm the ads, which appeared on Instagram, were part of a campaign by cryptocurrency betting platform 'Stake' that leveraged the players' images without their knowledge. The ban marks another escalation in the UK's regulatory clampdown on gambling advertising.
Documents obtained by this publication reveal that the posts, published in September and October last year, used the likenesses of Kane and Haaland to lure users into betting with the platform. The ASA ruled that the ads irresponsibly exploited the appeal of the athletes to young audiences, in breach of advertising codes.
This is not an isolated incident. My sources indicate that the Gambling Commission has been quietly intensifying its scrutiny of social media betting promotions, particularly those involving celebrities or influencers. The agency is understood to be investigating at least a dozen similar cases, with the potential for hefty fines or even criminal referrals.
For Kane and Haaland, who had no involvement with the stake site, this is a clear case of unauthorised use of their image rights. Their representatives have issued statements condemning the ads and calling for stronger protections for public figures. But the real story here is the broader pattern: gambling firms are aggressively targeting young Britons through digital channels, often blurring the lines between sport and betting.
Labour MPs are already calling for a complete ban on gambling advertising in sports, following the recent white paper that proposed stricter limits. Meanwhile, the industry fights back, claiming that prohibition could drive punters to unregulated black markets. But as my investigation continues, I've uncovered internal documents from a major gambling firm that show they consistently ignore their own responsible gambling protocols.
This is a developing story. The ASA's ruling is a victory for campaigners, but it's a drop in the ocean. The money flows, the bodies pile up in the form of addiction and debt, and the suits keep smiling. I'll be following the trail.
