Lead brief
Bulgaria's Progressive Bulgaria party has unveiled draft legislation proposing a near-total ban on gambling advertising, a move that could severely impact the country's affiliate industry and reshape the wider iGaming market.
Coverage frame
This piece sits inside the wider 31Casino news desk, where single developments are read against regulation, market structure, and reader relevance.
Primary source base
- ▸Bulgaria's government has proposed a sweeping ban on almost all gambling advertising.
- ▸The draft reforms come from Prime Minister Roumen Radev’s cabinet, aiming to replace current legislation.
- ▸The law would sharply limit media, sponsorship, and digital marketing for operators.
- ▸Industry observers warn that the ban could effectively dismantle Bulgaria's gambling affiliate sector.
What Happened
In a bold regulatory step, Bulgaria’s ruling Progressive Bulgaria party has published a draft revision to the Gambling Act for public consultation. The fundamental change at the heart of the proposal is a comprehensive restriction on gambling advertising, targeting all forms of marketing, sponsorship, and digital outreach by gambling operators. Unlike Bulgaria’s existing regime—which allows advertising under certain conditions—the new draft envisions a near-total blackout, restricting advertising to only the operator’s own channels.
The text, introduced under the direction of Prime Minister Roumen Radev’s cabinet, would remove exceptions for media advertising, sports sponsorships, and affiliate marketing, leaving operators with limited avenues to promote their services to Bulgarian consumers.
Why It Matters
This legislative initiative signals a dramatic policy pivot in Bulgaria. The proposed advertising restrictions would bring Bulgaria in line with some of Europe’s strictest gambling marketing regimes, such as those in Italy and Belgium. However, the Bulgarian reform is poised to have a particularly acute effect on the country’s affiliate ecosystem.
Under the current system, affiliates—websites and publishers that refer players to licensed operators for a commission—are integral to the digital gambling landscape in Bulgaria. For years, these partners have provided operators with a cost-effective way to reach target audiences, drive regulated channel traffic, and educate consumers about licensed offerings. The proposed ban explicitly targets these relationships, cutting off the main monetisation channel for hundreds of affiliates.
Near-total blackout — The reform would eliminate almost all external advertising routes for licensed sportsbooks and casinos, with serious consequences for market visibility and player acquisition.
From a regulatory perspective, the government’s move is positioned as a response to mounting public concern over gambling harms, including increased advertising exposure among minors and vulnerable persons. Policymakers are betting that a blanket ad ban will reduce problem gambling rates—though evidence from other jurisdictions suggests the outcomes may be mixed.
Industry Context
Bulgaria’s affiliate and digital marketing sector has grown rapidly since the country liberalised its online gambling market earlier in the 2010s. According to local industry estimates, affiliate-driven registrations account for a significant proportion of new accounts at Bulgarian-licensed operators, rivaling direct traffic sources and traditional media in effectiveness.
The proposed ban comes as European regulators face mounting pressure to clamp down on gambling advertising, especially in markets where advertising saturation has triggered media criticism. Italy has operated under a total ban on gambling advertising since 2019, while Belgium introduced similarly strict rules in 2023. Both cases have led to collateral effects on affiliate businesses, sponsorship revenues for sports clubs, and, critics suggest, a potential increase in unlicensed play as legal operators lost visibility.
Operators in Bulgaria are now considering how to adapt. Some may double down on retention strategies for existing customers, while others may reassess their sponsorship agreements with domestic sports teams. For digital publishers, the risk is existential—many may be unable to survive without affiliate revenue.
Regulatory Background
Bulgaria’s Gambling Act, last substantively revised in 2018, permits advertising by licensed operators under defined criteria: mandatory warning messages, content restrictions, and advertising time limitations. The regulatory framework was praised for balancing consumer protection with industry growth. Over the past decade, the country has successfully channelled most gambling activity into the licensed market, with a notable rise in tax revenues from regulated operators.
The new draft, however, would mark an unambiguous shift toward a “prohibition first” philosophy. If enacted, Bulgaria would join the small club of EU countries imposing outright bans on gambling advertising, breaking with the majority that maintain tiered restrictions.
What Happens Next
The draft is currently open for public consultation, inviting feedback from industry stakeholders, civil society, and regulatory experts. Following the consultation, the text could be amended before progressing to parliamentary debate and possible enactment later in 2026. Operators, affiliates, and media groups are expected to submit impact assessments and lobby for mitigating clauses or transitional provisions. The fate of Bulgaria’s digital gambling sector may hinge on whether lawmakers consider the economic fallout for affiliates alongside the public health goals.
Sources
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