Dutch Gambling Authority targets social media "share your bet" feature

The Dutch Gambling Authority (Ksa) is targeting the practice of sharing bets on social media, citing concerns that such promotions can reach vulnerable audiences. The regulator has urged online gambling operators to discontinue their “Share your bet” feature.

With “Share your bet,” players can effortlessly let others in on their wager. The recipient can both view and join in the bet, making gambling easy to share, according to the Ksa.

Players choose who they share their bets with, leaving providers without control and unable to ensure that vulnerable groups, like minors, young adults, or individuals with gambling issues, avoid exposure to online gambling. At the same time, gambling operators are obliged to prevent their advertising from reaching these audiences.

If providers fail to follow the Ksa’s request, the authority will take enforcement action. While concrete fines for this particular measure have not yet been set, the Ksa stresses that it will keep monitoring and could still impose sanctions.

This move fits into the Ksa’s wider effort to clamp down on gambling advertising and promotions. In the past, the Ksa has fined influencers or required them to take down content for illegal gambling promotion, issued warnings regarding advertising and sponsorship agreements, and tightened regulations to shield young adults from gambling ads. Recent fines include four million euros for Unibet and penalties for ComeOn due to shortcomings in their duty of care.