英国广告标准局（ASA）本周裁定，Oddschecker两条发布于Instagram的帖子违反了博彩广告规则，必须移除。两条帖子分别呈现了英格兰队长哈里·凯恩和挪威前锋哈兰德，并涉及投注数据，被认定对未成年人具有"强烈吸引力"。PASA官网注意到，同一周内ASA却未支持针对Betway蒂埃里·亨利广告的投诉——同样是足球明星，为何结局截然不同？

编辑内容还是博彩广告？ASA一锤定音

2025年11月，Oddschecker在其OddscheckerTV Instagram账号上发布了两条帖子：一条展示凯恩，配文"凯恩是2026年金球奖投注最多的球员，占总投注量的32%"；另一条呈现哈兰德，提及"挪威是2026年世界杯投注最多的球队"，并标注缩短的赔率和部分博彩公司的更高价格。投诉由布里斯托大学一名研究者提出，认为使用高知名度足球运动员会强烈吸引未成年人，可能鼓励年轻人参与博彩。Oddschecker的辩护理由是：这些帖子属于编辑评论而非直接广告，因此不受博彩广告规则约束——包括展示年龄声明和社会责任信息的义务。公司还强调其Instagram账号设置了18+年龄限制，简介中声明内容面向成年人。但ASA不同意。监管方认定：1.帖子出现在Oddschecker控制的非付费空间；2.明确引用了投注量和博彩公司赔率；3.似乎旨在鼓励用户通过Oddschecker平台下注——因此构成博彩服务的营销传播，须受CAP Code博彩广告规则约束。

数据说话：过半未成年人活跃于Instagram 平台年龄验证形同虚设

ASA援引了当代青少年社交媒体使用的研究数据：**52%的13-15岁青少年和76%**的16-17岁青少年经常使用Instagram（Ofcom数据）；大量18岁以下用户注册时声称自己已满18岁，轻松绕过平台年龄限制；Instagram的验证方式主要依赖自我声明年龄加上新兴AI检查，远不够健壮来阻止未成年人访问。在内容吸引力方面，ASA强调两位球员的高知名度和对年轻人的巨大影响力，认定在博彩相关帖子中使用这些人物是"不负责任的"。ASA责令Cyan Blue Odds Ltd不得以现有形式重新使用这些帖子，并警告未来博彩广告内容中不得包含对未成年人有强烈吸引力的个人或角色。

同周不同命：亨利广告为何过关？

形成鲜明对比的是，同一周ASA未支持针对Betway Instagram帖子的投诉。该帖推广了一段与Betway全球大使亨利的访谈，讨论阿森纳前景，展示了Betway品牌、负责任博彩标识、18+符号及GambleAware引用。Betway辩称亨利的影响力偏向年长人群——他已退役，目前主要在美国CBS Sports担任评论员，并提供数据表明其Instagram英国18岁以下粉丝比例很低。ASA认可亨利的当前形象和在英国青年媒体中的有限曝光意味着他不太可能对英国未成年人具有"强烈吸引力"。说白了，退役名宿转行解说员和当红球星，在监管眼中对未成年人的号召力完全不在一个量级。与此同时，英国博彩广告的监管审视正在持续加码——议员们近期将博彩广告定性为"健康问题"，APPG报告建议实施晚9点前全面禁播。Oddschecker这条帖子，不过是这场大棋局中的一步。

————

本文来自 “PASA-全球iGaming领袖” 博彩业新闻频道：https://t.me/pasa_news

博彩原创深度频道：https://t.me/gamblingdeep

免费数据报告： @pasa_research

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