Instagram removed betting advertisements featuring Manchester City stars Erling Haaland and Harry Kane after the Advertising Standards Authority ruled the campaigns violated UK advertising codes. The watchdog determined the ads held strong appeal to minors despite targeting restrictions.
The ASA found that using high-profile footballers in gambling promotions created inherent youth appeal, regardless of platform age-gates. Meta, Instagram's parent company, agreed to pull the campaigns and tighten review processes for sports-linked betting ads moving forward.
This decision reflects tightening regulation around gambling marketing in UK sports. The Football Association and campaign groups have pushed back against the prevalence of betting sponsors across club jerseys and broadcast advertising for years, citing harm to younger audiences. Online gambling operators have increasingly shifted budgets to social media influencer partnerships and athlete endorsements as traditional TV ad slots face restrictions.
Haaland and Kane, among the Premier League's biggest draws, command enormous reach on their platforms. That commercial value makes them attractive to betting companies seeking younger demographics, but it directly conflicts with child protection standards. The ASA's ruling sets precedent for other athlete-led campaigns, signaling that star power alone cannot override age restrictions on gambling promotion.
The ban impacts operators who've relied on celebrity endorsements to compete in Britain's saturated online betting market. GamCare and similar harm-prevention charities have flagged that social media betting ads often bypass parental controls easier than traditional channels. Meta's response suggests platforms recognize reputational and regulatory risk in sports gambling partnerships.
This moment captures a broader shift. UK regulators increasingly scrutinize how gambling brands use cultural icons to normalize betting among Gen Z audiences. Sports stars face mounting pressure to weigh sponsorship deals against public health concerns. Instagram's compliance here shows watchdogs can enforce protections even against the sport industry's most valuable commercial figures.