The Dutch regulator is calling on operators to stop using the ‘share your bet’ features, as it contradicts the country’s ban on untargeted gambling advertising.
Sharing bets across social media is “a form of advertising and recruitment” and “a way for providers to promote gambling, but indirectly through players themselves”, warned the Kansspelautoriteit (KSA).
This goes against the Decree on Recruitment, Advertising, and Addiction Prevention in Gambling regarding untargeted advertising, according to the KSA.
Untargeted advertising prohibits gambling advertisements on TV, radio, print media and in public spaces. Providers also can’t allow advertising to reach vulnerable groups, such as minors, young adults and those suffering from gambling harm.
Since operators can’t determine who has exposure to the ‘share your bet’ social posts, the KSA has emphasised that “vulnerable groups could unintentionally encounter gambling advertising”, as a result of their use.
The regulator also stated that sharing bets helps to normalise gambling and lowers the entry barrier, especially among younger people.
Any developments in the area of ‘share your bet’ will be monitored by the KSA, with enforcement action taking place where necessary to keep protecting vulnerable groups.
The sentiment brings into question the wider usage of social media by operators and also affiliates, whether a greater level of targeting and scrutiny needs to be enforced in terms of the iGaming content that is produced or shared on social media platforms.
iGaming Expert has reached out to the Dutch trade association for online gambling providers, Vergunde Nederlandse Online Kansspelaanbieders (VNLOK), for comment on the KSA’s request to remove all ‘Share your bet’ functions on operators’ platforms.
Greater player protection
Improving player protection is a point of emphasis for the KSA in 2026, as it drives its supervisory agenda for the year ahead in the Dutch market.
Five key themes were outlined by the authority in its published agenda: tackling illegal gambling operators, protecting vulnerable groups, supervising the duty of care, supervising advertising and supervising compliance with the Anti-Money Laundering and Anti-Terrorist Financing Act (Wwft).
In a recent speech, KSA chair Michel Groothuizen encouraged operators to keep using common sense by not advertising on platforms that young adults are using a lot, “not even if the correct filters are set for the relevant advert” and to not get stuck in “the mindset of what is and isn’t permitted, just to push the boundaries in the grey area”.
This story was first published on Affiliate Leaders’ sister title, iGaming Expert.
