Bulgarian Party Renews Calls for Stricter Gambling Advertising Rules to Plug Loopholes

Bulgaria’s centrist We Continue the Change party has renewed calls for tighter restrictions on gambling advertising. The group is proposing a review of marketing rules to address loopholes left by prior reforms.

The party urged Prime Minister Roumen Radev’s government to introduce tougher measures before the 2026/27 Budget. Deputy Finance Minister Lyudmila Petkova rejected the request. Petkova said the government was preparing a comprehensive review of the Gambling Act instead. That review has already led to a licensing framework for gambling affiliates.

Bulgaria tightened gambling laws in 2024 with stricter licensing requirements, enhanced player protections, and tougher promotion limits. Operators were barred from including bonuses and other player incentives in ads. Outdoor advertising was restricted to billboards at least 300 metres from schools. Gambling ads were prohibited on television, social media, radio, and print media.

Loopholes Exposed in Recent Broadcasts

The broadcast of the 2026 FIFA World Cup on Bulgarian National Television reignited debate. Operators aired campaigns promoting franchise opportunities and bookmaker outlets. These provided extensive brand exposure during prime-time coverage despite not targeting consumers directly.

Gambling brands maintain close ties to sport. Bulgaria’s top division is the Efbet League. Sponsors back the MrBit Second League and the Sesame Cup. These received exposure alongside Betano as the tournament’s official betting partner.

We Continue the Change proposals include a complete ban on outdoor gambling advertising except at land-based venues. Gambling logos on sports kits would be limited to 10cm by 10cm. Product placement would be prohibited in all media. Responsible gambling warnings must occupy at least 10 per cent of any permitted ad in black text on a white background.

Assen Vassilev, chairman of We Continue the Change, said: “We need to seal off the legislative loopholes, such as product placement not being treated as advertising. This is an obvious loophole being used. This also goes for the branding of gambling operators not being treated as advertising when you add ‘League’ at the end of it.”

Vassilev cited the EU ban on political advertising on social media. This prompted self-regulation by companies like Facebook and Google. The party has discussed an EU-wide gambling measure with its European MEPs. According to reporting by Focus Gaming News, critics note that some mandatory gambling harm warnings are already undermined by blending into billboard backgrounds.

Regulatory Path Ahead in Bulgaria

The 2024 measures have not fully prevented indirect brand exposure through sports ties and media content. Any further rules must target these gaps while remaining enforceable. Authorities will weigh the proposals against the ongoing Gambling Act review to balance harm reduction against operational realities for licensed operators.

Reporting: Focus Gaming News

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