Bulgaria Moves Towards a Complete Gambling Advertising Ban
Bulgaria – 13 November 2026 – www.zonadeazar.com The Bulgarian Government has approved draft amendments to its Gambling Act introducing a general ban on gambling advertising, alongside higher taxes, licensing fees and additional regulatory obligations.
The proposal received approval from the Council of Ministers on 11 November 2026 and will now be forwarded to Parliament for consideration.
The authorities aim to reduce public exposure to gambling advertisements, particularly among children and vulnerable groups.
The proposed ban is not yet in force: implementation remains subject to final parliamentary approval.
Advertising Restrictions Across All Media
The draft legislation would restrict the promotion of gambling products, licensed operators and associated commercial brands.
The proposed ban would cover:
- Television and radio: gambling advertisements and promotional content.
- Print media: advertising in newspapers and magazines.
- Digital platforms: websites and online communication channels.
- Outdoor advertising: billboards, signs and other public advertising formats.
The Government argues that existing advertising restrictions have not been sufficient to reduce public exposure to gambling promotions.
Limited Exceptions for Sports Sponsorship
The proposal includes certain exceptions for commercial agreements between gambling companies and sporting organisations.
Operators could maintain selected sponsorship arrangements with sports clubs, federations and associations, although visibility would be restricted.
Financial support for cultural, health and educational initiatives would also remain possible.
However, the authorities intend to limit the exposure of such partnerships during television broadcasts and online coverage of sponsored events.
The objective is to prevent sponsorship arrangements from becoming an indirect means of circumventing advertising restrictions.
Affiliate Marketing Would Also Be Prohibited
One of the most significant changes for the digital gambling industry is the proposed elimination of promotional activities conducted by affiliate marketing operators.
This business model allows specialist websites and digital platforms to promote betting services through commercial agreements with gambling companies.
Under the new framework, these promotional activities would no longer be permitted.
The measure would directly affect digital marketing companies, specialist websites and customer acquisition service providers.
Higher Taxes and Fees Planned for 2027
The draft legislation also introduces significant financial changes for gambling operators.
From 2027, land-based casinos and gaming halls would face increased taxation.
In 2028, this system would be replaced by a two-part state fee comprising a fixed amount and a variable component linked to betting turnover and player payouts.
Online gambling operators would be required to pay a variable monthly state fee with a minimum charge of €100,000.
Licensing costs, responsible gambling contributions and financial penalties for regulatory breaches would also increase.
Supplier Licences Could Cost Up to €100,000
Businesses manufacturing, importing, distributing or servicing gambling equipment would face new licensing charges.
The proposal establishes:
- Five-year licence: €50,000.
- Ten-year licence: €100,000.
These provisions would increase financial obligations for gaming technology and equipment suppliers.
Foreign companies offering online gambling services in Bulgaria would also be required to maintain a permanent business presence in the country.
The requirement is intended to improve tax oversight and enable authorities to verify declared gambling revenue.
Stronger Monitoring of Gambling Operations
The reform includes new technology measures designed to improve regulatory supervision.
Operators’ gaming systems would be electronically connected to Bulgaria’s National Revenue Agency, enabling authorities to monitor:
- Betting turnover.
- Player payouts.
- Operators’ gaming revenue.
- Compliance with tax obligations.
The proposal would also introduce additional financial contributions for banks, payment institutions and electronic money providers processing gambling-related transactions.
Gambling Harm Prevention and Child Protection
Part of the additional revenue generated by the new measures would be allocated to responsible gambling initiatives.
Contributions would be distributed equally between the ministries responsible for Sport, Health and Education.
The Government intends to introduce public information campaigns, prevention programmes and educational resources for schools and other institutions.
These initiatives aim to strengthen safeguards for minors and reduce the risks associated with harmful gambling behaviour.
Next Steps and Industry Impact
The reform follows Parliament’s rejection of an earlier proposal in July 2026 that also sought advertising restrictions and higher gambling taxes.
During that debate, industry representatives warned about the potential economic impact on licensed operators and the risk of encouraging players to migrate to unregulated platforms.
The new proposal must complete the parliamentary process before becoming law, and its provisions may still be amended.
Through a general advertising ban, new fees for operators and suppliers, and stronger technological supervision, Bulgaria is advancing a comprehensive gambling reform that could reshape the industry’s commercial and regulatory environment from 2027.
Editó: @fonta
