Bulgaria Moves Forward with Broad Ban on Gambling Advertising

Government Approves New Gambling Advertising Restrictions

The government led by Prime Minister Rumen Radev has approved amendments to the Gambling Act and submitted the legislative proposals to Parliament. The initiative provides for a comprehensive ban on advertising gambling games, their organisers and associated trademarks.

According to the government, the measures aim to strengthen the prevention of gambling addiction and protect vulnerable groups from exposure to gambling-related promotional content.

The proposed restrictions extend beyond traditional advertising channels, including outdoor advertising such as billboards, and seek to limit the promotion of gambling brands across different media.

Limited Exceptions for Sponsorship Agreements

Despite the broad scope of the proposed ban, the legislation предусматривает limited exceptions for the presence of gambling operators’ trademarks in sponsorship arrangements.

Brand visibility would remain permitted in connection with sponsorships involving sports clubs, federations, associations and organisations. Similar exceptions would apply to support provided to activities in the fields of culture, healthcare and education.

The proposed framework also allows gambling brands to appear on sports equipment and facilities under sponsorship agreements. However, the lack of a clear legal definition of what constitutes a sports facility could create uncertainty over how this exception will be interpreted and enforced.

Affiliate Marketing Also Targeted

The amendments propose discontinuing the activities of affiliate operators, aligning the rules governing gambling advertising with the framework applicable to entities involved in promoting gambling products.

This provision could have a significant impact on the marketing strategies used by licensed operators, particularly those relying on affiliate partnerships to acquire customers and generate traffic.

The government’s approach therefore extends beyond conventional advertising, addressing other promotional channels used by the gambling industry.

Further Changes to Bulgaria’s Gambling Regulatory Framework

The legislative package also includes additional provisions affecting gambling operators and other industry stakeholders, including changes to licensing fees, taxation and financial obligations.

The proposals form part of a broader regulatory effort that seeks to strengthen oversight of gambling activities and increase the financial and compliance requirements imposed on licensed businesses.

The amendments will now need to go through the parliamentary process before becoming law. Their final scope and implementation will depend on the legislative debate and the approval of the proposed changes.