ASA rules Oddschecker Instagram posts breached social responsibility

The ruling forms part of a wider ASA investigation into gambling advertising on social media following intelligence gathered by the regulator. In this case, the complaint was filed by a researcher from the University of Bristol.

Published on the Oddscheckertv Instagram account in November 2025, the first post featured an image of Kane with the caption stating “Harry Kane is the most backed player to win the Ballon d'Or in 2026 (32% of bets) [trophy emoji]". The second post contained Haaland’s image with text stating “Norway are the most backed to win 2026 WC”, while the caption stated “In the last 24 hours, Norway to win the 2026 World Cup is the most backed bet placed through oddschecker. [...] Their price has shortened to a general 50/1 but there is still 80/1 available with a couple of bookmakers... [eyes emoji]". 

The affiliate argued the posts were editorial in nature rather than advertisements, describing them as commentary on football personalities and events rather than invitations to gamble. The company also noted that the Instagram account was restricted to 18+ users and clearly labelled as an adult account.

However, the ASA rejected those arguments. While understanding that the posts appeared in a non-paid-for online space and that Oddschecker itself does not accept bets, the regulator concluded that they fell within the scope of the CAP Code, as their purpose was “to promote the placing of a bet with a bookmaker”. 

The ASA noted Instagram’s age-gating measures were insufficient to prevent under-18s from viewing the content, citing Ofcom’s 2025 research that large proportions of teenage users had not used their real date of birth to register Instagram accounts. 

Per the CAP Code, the regulator explained that “marketing communications for gambling products must not be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture; they must not include a person or character whose example was likely to be followed by those aged under 18 years or who had strong appeal to those aged under 18”. 

Both footballers were considered to be at “high risk” of a strong appeal to children. The ASA noted that Kane played for top clubs, captained the England national team, and is one of the Premier League’s most recognisable players, while Haaland was described as a global football star playing for Manchester City with a significant youth audience in the UK.

The ASA deemed the ads socially irresponsible and in breach of CAP Code rule 1.3. It ordered that the posts “must not appear again in the form complained of” and instructed the affiliate not to include individuals with strong appeals to under-18s in future advertising. 

Alongside the Oddschecker case, the ASA also published a ruling against Betway for featuring an image of Thierry Henry. However, it concluded that the operator did not breach the CAP Code as Henry retired over a decade ago and is now primarily known as a football pundit, while evidence also suggested his UK under-18 social media following was relatively low and his media appearances focused on adult-oriented match analysis rather than youth culture.