The Advertising Standards Authority has banned a series of Instagram betting adverts featuring England captain Harry Kane and Manchester City striker Erling Haaland, citing a failure to protect vulnerable audiences. The ruling, published today, marks the latest blow to a gambling industry already under fire for its links to football.
The ads, promoted by operator 888sport, showed the players in match action with superimposed betting odds. Kane’s post, liked by over 1 million users, urged followers to “get the best odds” on his team. Haaland’s promotion offered free bets on his goal-scoring. The ASA found both broke strict rules against using “topical” sports stars who could appeal to under-18s.
This is a gut punch to working-class fans who see their game commodified at every turn. For years, gambling firms have carpet-bombed football with sponsorships and celebrity endorsements. The ban shows the tide is turning, but too slowly for many. Campaigners argue the real problem is the relentless normalisation of betting, from shirt logos to pitch-side hoardings.
Kane and Haaland will face no penalty, but the ASA’s decision sends a clear message. Social media remains a wild west for gambling ads, with algorithms targeting young men most at risk of harm. The regulator promises continued vigilance, but critics demand a total ban on all gambling advertising in sport.
For now, the stars are off the feed. But the industry’s grip on football endures.
