The Kansspelautoriteit (KSA), the Dutch gambling regulator, has ordered licensed online gambling operators to remove “share your bet” style tools from their platforms, warning that the feature functions as indirect advertising that can reach minors and other vulnerable groups.
The controversial tool, commonly used in sports betting, allows customers to share a link to a placed wager through social media or messaging apps. Recipients can view the bet and, if they have an account with the operator, quickly place the same wager.
According to the regulator, this mechanism effectively turns players into promoters of gambling content, a practice that licensed operators cannot control. Under Dutch rules on recruitment, advertising, and addiction prevention, gambling marketing must not reach vulnerable groups such as minors, young adults, or individuals with gambling problems. Because operators cannot prevent shared links from spreading outside controlled audiences, the KSA has deemed the feature incompatible with current compliance requirements.
The regulator also raised broader concerns that easy sharing of bets could normalise gambling behaviour, particularly among younger users. As a result, operators are required to disable “share your bet” functionalities immediately, and the KSA said it will continue monitoring comparable product features and take enforcement action if needed.
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