The Advertising Standards Authority (ASA) has banned two Instagram ads featuring footballers Harry Kane and Erling Haaland, deeming them overly appealing to under-18s. The ASA ruled that the ads for an online betting site breached their code because both players have a strong pull on younger audiences.

Oddschecker, which posted the images, argued they were primarily editorial in nature and had set the account to 18-plus. However, the ASA pointed out that many young people bypass age verification checks. The ads showed Kane with a trophy emoji and Haaland regarding predictions for the World Cup.

Cyan Blue Odds Ltd stated it recognized featuring top footballers could appeal to children but maintained their posts were not advertisements. The ASA disagreed, concluding that both players posed a significant risk of appeal to under-18s. Another advert featuring Thierry Henry was allowed as he was deemed unlikely to attract young viewers.

For tech enthusiasts and marketers, this decision highlights the ongoing challenges in ensuring digital ads remain responsible for all age groups. The ASA’s ruling will likely prompt further discussions on audience targeting and content categorization online.