Bulgaria pushes ahead with plans for a near-total gambling advertising ban

Bulgarian lawmakers have taken another significant step towards substantially restricting gambling advertising, with three separate legislative proposals receiving unanimous backing from Parliament’s Budget and Finance Committee. The vote, held on Thursday, 12 November 2026, reflects growing political support for tighter controls on the promotion of gambling activities. However, the proposals remain under parliamentary consideration and have not yet become law.

The proposed changes could reshape Bulgaria’s gambling industry by restricting advertising across multiple channels, ending the licensing framework for affiliate promoters and introducing additional financial obligations for operators. At the same time, questions remain about how effectively the restrictions could be enforced against websites and businesses operating outside the country.

The government’s proposal forms part of a wider effort to strengthen gambling regulation and address concerns about advertising exposure among younger audiences. The discussions also bring taxation, licensing requirements and the supervision of online gambling into sharper focus.

Bulgarian lawmakers back three gambling advertising proposals

The Budget and Finance Committee voted 21-0 in favour of three proposals seeking stricter restrictions on gambling advertising. The measures include a government-backed bill and two separate initiatives submitted by opposition groups.

Following the vote, lawmakers indicated that a working group would review the proposals and work towards refining their provisions. The objective is to examine the different approaches and establish a more consistent legislative framework.

The committee's decision represents an important procedural development but does not mean that a complete advertising ban has been approved by Parliament. The proposals must undergo further examination before lawmakers can determine their final content.

The government initiative was submitted to the National Assembly on 11 November after receiving approval from the Council of Ministers. The two opposition proposals were submitted by representatives of Democratic Bulgaria and We Continue the Change.

The renewed legislative effort follows previous attempts to restrict gambling promotion in Bulgaria. Policymakers are now considering whether more comprehensive rules could address areas that existing restrictions have not sufficiently covered.

Government proposes a near-total gambling advertising ban

The government-backed proposal would introduce a broad prohibition on advertising gambling games, licensed operators and their associated trademarks. The proposed restrictions would apply regardless of the advertising format or distribution channel.

An important part of the initiative concerns affiliate marketing. The government wants to discontinue the licensing arrangements that allow affiliate operators to promote gambling services and direct potential customers towards betting and casino websites.

The proposal would also retain limited exceptions for specific activities. These include sponsorship arrangements involving sports clubs and organisations as well as support for cultural, healthcare and educational initiatives.

Operators would also retain the ability to publish essential information on their own websites and within licensed gambling establishments. Such provisions are intended to distinguish necessary operational information from promotional advertising aimed at attracting customers.

Prime Minister Rumen Radev outlined the government's position in September while introducing the broader legislative package.

He said: “We are introducing, in practice, a complete ban on gambling advertising.” He added: “We do not want aggressive advertising that reaches young people and children.”

The comments underline the government's stated objective of reducing the visibility of gambling promotions in everyday environments, particularly where younger audiences could encounter them.

Nevertheless, the scope of the final restrictions will depend on the wording approved during the remaining legislative stages.

Earlier draft outlines restrictions on venue signage

Bulgaria also notified an earlier version of the proposed Gambling Act amendments to the European Commission on 2 October 2026. The notification was submitted through the EU procedure for examining certain national draft regulations that could affect the provision of services across member states.

That draft included specific provisions covering physical advertising at licensed gambling establishments.

Under the proposed rules, advertising signs on the exterior of licensed premises would be restricted to a maximum of 20% of the building's façade or 50 square metres, whichever limit was lower.

At least 10% of the permitted advertising area would have to contain a warning about the risk of gambling addiction. Illuminated panels and displays featuring moving or changing content would also be prohibited.

The earlier draft addressed sponsorship exposure as well. Gambling-related branding would not be permitted on sports equipment or promotional materials intended for minors.

These provisions demonstrate that the proposed reform extends beyond conventional advertising campaigns. It could also affect the presentation of gambling brands on buildings, sports equipment and other commercially visible materials.

The October notification represents an earlier draft within the legislative process. Its provisions should therefore be distinguished from the final wording that Parliament may eventually approve.

Proposed gambling tax and licensing changes

Advertising restrictions are only one element of the proposed reform. The earlier draft also outlined substantial changes to the financial obligations facing gambling operators.

For online betting licences, the proposal includes a one-off fee of €400,000. It would also introduce a variable charge calculated at 21% of the difference between bets received and winnings paid out from 2027.

The proposed variable rate would increase to 22% from 2028. A minimum monthly payment of €100,000 would also apply to online gambling organisers under the proposed fee structure.

The monthly minimum could have a particularly significant effect on smaller operators. Businesses generating relatively modest betting activity could face a financial obligation that represents a considerably higher effective rate than the headline percentage.

The draft also provides transitional protection concerning the new one-off licensing fees. Licences granted by 31 December 2026 would not be subject to the proposed increases in those one-off fees.

Separate measures concern land-based casinos and gambling halls. The alternative tax applicable to these businesses would increase in 2027 before being replaced by a two-component state fee in 2028.

The proposed transition would move the financial framework towards a system incorporating fixed payments and variable charges linked to gambling activity.

These changes could increase operating costs across different parts of the gambling sector. However, their eventual impact will depend on the final legislative provisions and the way the new requirements are implemented.

Foreign operators face additional business requirements

The earlier draft also addresses the way foreign gambling companies organise their Bulgarian operations.

Under the proposed provisions, foreign legal entities seeking an online betting licence would have to conduct their Bulgarian gambling activities through a principal place of business in the country.

The relevant revenues and associated costs would be reported through that establishment. The foreign entity would also have to register the principal place of business before receiving the necessary licensing certificate.

The measure is intended to give Bulgarian authorities greater visibility over the financial activities of companies serving customers in the domestic market.

Improved reporting could help the authorities compare declared revenues, betting volumes, winnings and operating costs. It would also provide an additional mechanism for monitoring compliance with taxation requirements.

For international operators, the provision could mean additional administrative responsibilities and a need to review their existing corporate and financial arrangements.

Online enforcement remains a major challenge

Despite the political support for tighter advertising controls, enforcement remains one of the most important questions surrounding the proposals.

The draft would expand the powers of Bulgaria's National Revenue Agency, allowing it to order restrictions on websites and online platforms involved in gambling advertising.

The proposed authority would cover more than conventional websites. It could also extend to mobile applications, social media profiles and video or streaming platforms.

However, enforcing restrictions across international digital services can be complicated. Gambling-related content may be published through platforms based outside Bulgaria, creating practical challenges for national regulators.

Deputy Finance Minister Lyudmila Petkova has reportedly raised concerns about the potential consequences of banning online advertising while simultaneously removing licensed affiliate operators.

Her position highlights the possibility that restrictive rules could create an advantage for businesses promoting gambling services without participating in Bulgaria's licensing framework.

Petkova suggested that a more controlled approach could allow online advertising through regulated affiliates operating under clearly defined conditions.

Such an arrangement could preserve a supervised promotional channel while maintaining restrictions on the way gambling products are marketed.

The issue is particularly relevant because the effectiveness of advertising legislation depends not only on its wording but also on the authorities' ability to monitor compliance across digital platforms.

Blask data highlights developments in the offshore market

The discussion surrounding advertising restrictions comes as market analysis points to an increase in the visibility of gambling brands classified as offshore.

Figures published by gambling analysis firm Blask indicate that offshore brands accounted for approximately 3.2% of estimated gambling demand in Bulgaria during October 2026. The comparable figure was approximately 0.3% one year earlier.

Blask's analysis also indicates that locally established brands continued to account for the substantial majority of its measured market demand, representing approximately 96.8% of its October index.

These figures are based on commercial market modelling and should not be interpreted as official revenue statistics or a complete measurement of gambling activity in Bulgaria.

The distinction is important when assessing the potential effects of regulatory changes. An increase in the estimated visibility or demand associated with offshore brands does not, by itself, establish that a particular operator has breached Bulgarian legislation.

Nevertheless, the figures add another dimension to the policy debate.

If licensed operators face significant restrictions on advertising while offshore brands remain accessible through international digital channels, the competitive environment could become more complicated.

This is one reason why the proposed advertising restrictions and enforcement powers are being considered together rather than as entirely separate regulatory issues.

Conclusion

Bulgaria's proposed gambling advertising ban represents a potentially significant change for the country's regulated gambling industry. The unanimous committee vote demonstrates broad political support for examining stricter controls, but the legislative process remains unfinished.

The government is seeking to reduce gambling advertising exposure while introducing tighter affiliate rules, higher licensing costs and additional financial reporting requirements. These objectives could strengthen regulatory oversight if the measures are implemented effectively.

However, the concerns raised by Deputy Finance Minister Lyudmila Petkova demonstrate that restrictive advertising rules may also create challenges. Without effective supervision of international digital platforms, licensed operators could face limitations that do not necessarily prevent offshore businesses from reaching Bulgarian audiences.

The proposed tax changes add another layer of uncertainty for operators assessing their future market position. Higher fees and minimum monthly financial obligations could influence investment decisions, particularly among smaller businesses.

Ultimately, the success of Bulgaria's gambling reforms will depend on more than the adoption of a broad advertising prohibition. Clear legal definitions, proportionate financial requirements and practical enforcement mechanisms will be essential.

The next stages of parliamentary consideration will therefore be particularly important. They will determine whether Bulgaria can establish a more restrictive gambling advertising framework without creating significant enforcement gaps or weakening the effectiveness of its regulated market.

FAQs

Has Bulgaria approved a complete gambling advertising ban?
No. The Budget and Finance Committee supported three proposals by a unanimous 21-0 vote on 12 November 2026. Further parliamentary consideration is required before any new prohibition becomes law.

When did Bulgarian lawmakers vote on the advertising proposals?
The Budget and Finance Committee voted on Thursday, 12 November 2026. The vote supported three separate proposals concerning restrictions on gambling advertising.

What would the proposed gambling advertising ban cover?
The government-backed proposal would prohibit advertising gambling games, operators and their associated trademarks across different distribution channels, subject to limited exceptions.

Would gambling affiliate operators lose their licences?
Under the government proposal, the licensing arrangements for affiliate operators promoting gambling would be discontinued. Existing affiliate licences would be subject to the proposed termination provisions.

Would sports sponsorship remain possible in Bulgaria?
Limited sponsorship arrangements could remain available for sports clubs and organisations as well as activities supporting culture, healthcare and education. Specific restrictions would apply to branding intended to reach minors.

What online betting licence fee is being proposed?
The October 2026 draft includes a one-off fee of €400,000 for an online betting licence. It also proposes a variable charge of 21% from 2027 and 22% from 2028.

Would online gambling operators face a minimum monthly payment?
Yes. The proposed framework includes a minimum monthly variable fee of €100,000 for online gambling organisers.

What role would the National Revenue Agency have?
The National Revenue Agency would receive additional proposed powers to restrict access to websites, applications and social media or streaming platforms involved in gambling advertising.

Why has Lyudmila Petkova raised concerns about the proposals?
She has reportedly warned that removing regulated advertising and affiliate channels could create opportunities for operators outside the licensed framework. She has suggested considering advertising through regulated affiliates under strict conditions.

What does Blask's analysis indicate about Bulgaria's offshore gambling market?
Blask's published estimates indicate that offshore brands accounted for approximately 3.2% of measured gambling demand in October 2026 compared with approximately 0.3% one year earlier. Its figures are commercial estimates rather than official market statistics.