Bulgaria Moves to Ban Gambling Advertising and Affiliate Marketing

On November 11, the Council of Ministers submitted amendments to the Gambling Act that would prohibit advertising of gambling services, operators, trademarks and logos across all channels.

Bulgaria already restricted gambling advertising on television, radio, websites and in public spaces in 2024. However, the law still allows certain forms of brand promotion, which the government now intends to restrict further.

The ban would not cover basic information on operators' own websites or at licensed venues. Gambling companies could also continue sponsoring sports clubs and events, but would face tighter limits on displaying their logos on uniforms, at stadiums and during broadcasts.

Bulgaria Could Scrap Its Recently Introduced Affiliate Licences

Bulgaria introduced mandatory licensing for gambling affiliates on August 1, 2026. Three months later, the government has proposed abolishing the system entirely.

If Parliament approves the bill in its current form, existing affiliate licences will expire on January 1, 2027. Third-party websites and other businesses would no longer have a legal route to promote gambling operators.

The amendments also propose a one-off online gambling licence fee of €400,000 and a monthly charge of 21% of gross gaming revenue, with a minimum payment of €100,000. The revenue-based rate would increase to 22% in 2028.

The proposal also calls for higher taxes on land-based casinos and gaming halls from 2027, with a new fee system set to follow in 2028.

On November 13, Parliament's Budget and Finance Committee backed three separate bills on gambling advertising. Lawmakers will now review the proposals and work out the final rules, particularly for online advertising.

Parliament still needs to pass the legislation. The government aims to introduce most of the changes on January 1, 2027.