The Netherlands Gambling Authority (KSA) has called on licensed online gambling providers to discontinue the use of so-called “Share your bet” features, citing concerns around advertising controls and the protection of vulnerable groups.
In a notice published on KSA’s website, the regulator said it had examined the functionality after receiving multiple signals and enquiries from the market.
The feature allows players to share a placed bet via a link through social media platforms or messaging services such as WhatsApp, Facebook or email. Recipients can view the bet and, if they hold an account, place the same wager themselves.
According to KSA, this mechanism effectively turns players into promoters of gambling products. While indirect, the regulator considers the feature to constitute a form of advertising and recruitment under the Decree on Recruitment, Advertising and Addiction Prevention in Gambling.
Dutch rules require gambling advertising to avoid reaching vulnerable groups, including minors, young adults and individuals with gambling-related problems. KSA noted that because players themselves choose who receives shared bets, operators have no control over the audience. As a result, providers cannot guarantee that gambling promotions will not be distributed to protected groups, making the feature incompatible with existing regulations.
The authority also raised concerns about the broader social impact of the functionality. By making bets easy to share within personal networks, the feature may contribute to the normalisation of gambling and lower the threshold for participation, particularly among younger audiences.
On this basis, KSA has urged all online gambling operators currently offering 'Share your bet' tools to stop using them with immediate effect.
The regulator said it will continue monitoring developments in this area and will take enforcement action where necessary to ensure compliance and safeguard vulnerable consumers.
The announcement follows other recent regulatory initiatives by KSA, including strengthened cooperation with sports organisations to enforce gambling sponsorship restrictions and new ‘Commitment to Integrity’ guidelines introduced in December 2025.
Dutch gambling advertising rules place strict limits on untargeted promotions, with a particular focus on preventing exposure among minors and young adults
