Bulgaria has opened a public consultation on sweeping amendments to its Gambling Act that would introduce an almost complete prohibition on gambling advertising across the country, while retaining narrowly defined exceptions for operators and sports sponsorships.
The Ministry of Finance published the draft legislation on 23 September, with consultation running until 23 October. The government says the changes are intended to increase gambling-related state revenue, improve regulatory clarity and reduce gambling harm, with a full advertising ban forming a central part of the proposal.
Under the draft, advertising for gambling games, licensed operators, trademarks and other identifying signs would generally be prohibited regardless of format or distribution method. The restrictions would cover television, radio, print publications, outdoor advertising, websites, social media, mobile applications and streaming platforms.
Operators would retain limited opportunities to provide gambling-related information through their own websites and at licensed land-based premises, provided the material relates directly to the organisation of games and participation.
Signage attached to gambling venues would also remain possible, but its combined area could not exceed 20% of the building façade or 50 square metres. At least 10% of the permitted advertising space would have to display a gambling-addiction risk warning, while illuminated, moving, dynamic or changing signage would be prohibited.
Sports sponsorship survives under tighter controls
The proposal does not eliminate gambling sponsorship of sport. Licensed operators would still be able to sponsor clubs, federations, associations, leagues and certain events, with their trademarks permitted on sports equipment and at facilities or stadiums used by sponsored organisations.
Gambling branding would not be permitted on products intended for minors. Sponsored organisations would also be allowed to display sponsor trademarks on their websites.
Broadcasting rules would become stricter. Digital gambling-brand overlays added to coverage of sponsored sporting events would be prohibited, leaving only branding physically present at the event, including on kits, stadium infrastructure or LED boards.
The proposal follows renewed scrutiny of gambling exposure on Bulgarian television during the 2026 FIFA World Cup. Betting companies had used broadcasts to promote business and franchise opportunities, allowing their brands to receive television exposure despite restrictions introduced under Bulgaria’s previous advertising regime. The new draft would prevent radio and television promotions of that type when gambling brands are referenced.
New affiliate regime faces rapid reversal
The amendments could have particularly significant consequences for Bulgaria’s newly regulated gambling affiliate sector.
Affiliate licensing only took effect on 1 August 2026. Under the framework adopted earlier this year, existing affiliates had until 15 August to apply for licences, while licensed businesses became subject to regulatory oversight and taxation. Official legislation confirms the introduction of the affiliate category and the transitional application deadline.
The framework includes a €6,000 annual fixed charge and a 10% levy on performance-linked commissions, while affiliates must disclose the websites, apps, social-media accounts and other channels used to promote gambling operators.
The advertising proposal would effectively dismantle that system only months after its launch. According to the draft provisions reported by SBC News, existing affiliate licences would terminate from 1 January 2027 as the broad prohibition removes the legal basis for their promotional activity.
The consultation remains open until 23 October 2026, after which the government can consider submitted comments before progressing the amendments through the legislative process.