The Dutch Gaming Authority (KSA) has called on licensed online gambling providers to remove the “Share your bet” feature from their platforms, citing concerns that it may reach vulnerable groups and violate advertising regulations. The tool allows players to share their bets through messaging apps such as WhatsApp, social media channels like Facebook, or via email. Recipients who click on the link can view the bet and place the same wager if they hold an account with the operator.
The regulator initiated an investigation following several signals and inquiries from the market. “It’s a way for providers to promote gambling but indirectly through players themselves,” the KSA stated. “Current law states providers must ensure advertising doesn’t reach vulnerable groups, such as minors, young adults, and people with gambling problems. Because players with the feature decide who they send their bets to, providers have no control over who receives the shared messages. This means providers cannot guarantee that vulnerable groups won’t unintentionally encounter gambling advertising. Therefore, offering features like ‘Share Your Bet’ is not permitted.”
Several Dutch operators currently offer the feature, which the KSA says can normalize gambling and lower barriers to entry, particularly for younger audiences. The regulator has urged providers to discontinue the function immediately and warned that enforcement action will follow if compliance is not observed. No specific deadline for removal was issued, but ongoing monitoring of the market is planned.
Historical Context Of Social Betting
Social betting gained traction during the 2010s, fueled by mobile platforms and social media. Early examples include Sky Bet’s “Request A Bet” feature, launched on X (formerly Twitter) in January 2015, allowing users to submit betting requests and share them with others. The bookmaker later introduced “Group Betting,” enabling players to create groups and contribute to accumulators collaboratively. Competitors followed suit, including William Hill with its “Your Odds” product and Paddy Power with “What Odds Paddy.”
William Hill reported in 2018 that its “Your Odds” feature generated 25% of its World Cup-related gross win. Over time, tightening marketing regulations and a plateau in social platform activity led to declining use of such features. Sky Bet retired “Request A Bet” in November 2024.
Strengthened Oversight In Sports Sponsorship
The KSA is also intensifying collaboration with sports associations and clubs to prevent illegal gambling advertising. Following the ban on untargeted advertising, the regulator has been consulting with sports organizations to clarify rules and monitor compliance.
While initial inspections revealed few violations, some issues arose in international competitions, such as banners from unlicensed providers during Ajax vs. Internazionale and Go Ahead Eagles vs. Stuttgart matches. These incidents prompted reminders to clubs about due care in advertising and media summaries.
Positive examples include Olympiacos Piraeus competing in the CEV Cup against Draisma Dynamo in Apeldoorn, wearing shirts without foreign gambling logos, and careful coordination with the KNVB for the AZ vs. Jagiellonia Białystok match, where score website branding replaced gambling references.
The KSA confirmed it will maintain ongoing consultation with clubs and associations, actively monitor compliance, and take enforcement action where necessary, aiming to sustain a sports environment free from illegal gambling promotion.
Source:
"The Dutch Gaming Authority calls on providers to stop using the 'Share your bet' function.", kansspelautoriteit.nl, February 4, 2026
