Bulgaria Drafts Near-Total Gambling Advertising Ban That Would End Affiliate Operations
Bulgaria’s Progressive Bulgaria party proposes a near-total ban on gambling advertising across all media, with narrow exceptions for operator websites, premises signage limited to 20% of facade and 50m², and organic sports sponsorships. The draft reverses a month-old affiliate licensing regime and would terminate all such licenses from 1 January 2027. Consultation ends 23 October.
SCCG Take — The reversal exposes regulatory volatility that forces operators to de-risk affiliate reliance and model for sponsorship-only visibility in Bulgaria.
Bulgaria’s ruling Progressive Bulgaria party has released draft reforms to the Gambling Act that impose a near-total ban on all forms of gambling marketing. Prepared by Prime Minister Roumen Radev’s cabinet, the proposals are now subject to public consultation.
The restrictions would prohibit advertising of gambling games, operators, trademarks, and signage regardless of channel or format. The ban covers television, radio, print, outdoor, online, social media, apps, streaming, and any other distribution method.
Permitted Exceptions and Sponsorship Rules
Operators could continue limited messaging on their own websites and land-based premises, restricted to details on game organisation and participation. Building-adjacent casino signage would be capped at 20% of the façade and 50m² maximum, with at least 10% of the area required to carry the warning “Gambling carries a risk of developing addiction.” Dynamic, illuminated, or changing elements are barred.
Sports sponsorship agreements with clubs, federations, leagues, and events remain allowed. Logos may appear on equipment, facilities, and stadiums, except on items for under-18s, and sponsored parties can display marks on their websites. Broadcast rules prohibit digital overlays, limiting visibility to organic placements on kits, stadiums, or LED boards. The draft follows controversy over Bulgarian National Television coverage of the 2026 FIFA World Cup, during which bookmakers promoted partnership opportunities.
Policy Reversal and Consultation Deadline
The proposals represent a full reversal from measures introduced only one month earlier that created a licensing route for affiliates. If adopted, the rules would terminate every active affiliate licence, eliminating the local affiliate sector. The public consultation runs until 23 October, as reported by SBC News.
The speed of this shift from licensing to prohibition leaves operators and commercial partners with a compressed window to adjust models built on affiliate traffic and broad visibility. Engagement in the consultation period will determine whether final rules preserve any additional breathing room for permitted channels or tighten further.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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