The Dutch Gaming Authority (KSA) has formally asked licensed online gambling operators in the Netherlands to discontinue the “Share your bet” option available on some platforms. Regulators raised concerns that the feature may expose vulnerable individuals to gambling promotion and conflict with existing advertising restrictions. The tool allows users to distribute betting selections through messaging services such as WhatsApp, social networks including Facebook, or email. Anyone receiving the link can view the wager and replicate it if they already hold an account with that operator.
The regulator launched its review after receiving several market signals and inquiries. “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.”
Operators that currently provide the function have been advised to withdraw it without delay. The authority indicated that monitoring will continue and warned that enforcement steps may follow if operators do not comply. The regulator did not set a precise deadline for removal.
Development And Decline Of Social Betting Tools
Shared betting concepts gained visibility during the 2010s as mobile betting and social media adoption increased. Operators introduced tools designed to encourage interaction around betting activity. One early example appeared in January 2015, when Sky Bet launched “Request A Bet” on X, formerly Twitter. Users could propose betting ideas publicly, allowing others to place similar wagers.
Additional collaborative betting formats followed. Sky Bet later introduced “Group Betting,” which allowed players to form groups and contribute to accumulator bets together. Rival brands introduced comparable features. William Hill rolled out “Your Odds,” while Paddy Power developed the “What Odds Paddy” concept.
Performance figures once highlighted the popularity of such tools. William Hill disclosed in 2018 that “Your Odds” accounted for 25% of its World Cup-related gross win. Over time, regulatory pressure on gambling advertising and reduced engagement on social platforms affected the appeal of these formats. Sky Bet eventually withdrew “Request A Bet” in November 2024, reflecting shifting priorities in compliance and marketing practices.
Expanded Oversight Of Gambling Promotion In Sports
Alongside its review of social betting tools, the Dutch authority continues to strengthen supervision of gambling advertising connected to sports organizations. After introducing restrictions on untargeted gambling promotion, the regulator began structured discussions with clubs, associations, and governing bodies. The aim involves clarifying expectations and ensuring adherence to advertising standards.
Initial checks revealed limited violations overall. Still, certain international fixtures triggered concern. Matches such as Ajax against Internazionale and Go Ahead Eagles facing Stuttgart featured banners promoting unlicensed gambling providers. These incidents led to renewed guidance for clubs regarding advertising responsibility and media summaries.
Authorities also noted examples viewed as compliant practice. Olympiacos Piraeus competed in a CEV Cup match against Draisma Dynamo in Apeldoorn wearing kits free from foreign gambling branding. Coordination between the KNVB and clubs during the AZ versus Jagiellonia Białystok fixture ensured that scoreboard branding replaced gambling references.
The regulator confirmed continued dialogue with sports bodies and ongoing monitoring of promotional activity. Enforcement action remains an option where breaches occur. Officials indicated that these steps support the objective of maintaining sporting environments without illegal gambling promotion while safeguarding vulnerable groups from unintended exposure.
Source:
Dutch Regulator Moves to Restrict Social Betting Features, LCB.org, February 8, 2026
