Bulgarian Opposition Seeks to Eliminate Branding Loopholes in Proposed Gambling Marketing Ban
Bulgaria’s opposition leader Assen Vassilev urges broadening the definition of gambling trademarks in the 23 September draft reform to prevent workaround brands like efbetnews. The proposal bans affiliates and trademark promotion, with consultation open until 23 October. It also eyes bank restrictions on unlicensed payments, citing loopholes seen in Belgium and Italy.
SCCG Take — Without precise trademark language the ban will be circumvented, allowing indirect marketing that undercuts regulatory goals and sustains consumer exposure.
Assen Vassilev, Chairman of Bulgaria’s opposition party We Continue the Change (PP), has called for amendments to the latest draft reform of Bulgaria’s Gambling Act. Vassilev warned that several “loopholes” risk undermining the proposal’s goal of sharply limiting gambling advertising.
The draft, published on 23 September by Prime Minister Rumen Radev and his cabinet, includes a near-total ban on gambling marketing. Measures under public consultation until 23 October would prohibit affiliates and the promotion of gambling trademarks across all communication channels.
Broadening Trademark Definitions to Block Workarounds
Vassilev pressed for an expanded definition that covers any brand associated with or strongly resembling a gambling operator. As an example he pointed to the possibility that efbet could promote a site such as ‘efbetnews’ to maintain visibility.
Similar patterns have surfaced in other European jurisdictions facing strict rules. In Belgium, Entain backs grassroots sports under its Entain Foundation banner, while Club Brugge FC secured sponsorship from U-Experts, the sports news app of Kindred-owned Unibet. Italy’s 2018 Dignity Decree banned gambling advertising and sports sponsorships, yet teams including Parma FC partnered with Admiralbet.news, Inter Milan with LeoVegas.news, and others with Betsson.sport.
As reported by SBC News, PP intends to advance these tighter definitions either before the consultation period ends or when the text reaches the National Assembly.
Where the Risk Lies
Vassilev further recommended stricter limits on advertising at outdoor sports facilities sponsored by operators, plus a US-style framework under which banks and card issuers would block payments to unlicensed online gambling sites. He stated: “Banks are very effective in doing so, if the relevant legislation exists. Currently, we don’t see anything in that direction.”
The core risk is that imprecise language will allow continued consumer exposure through disguised channels, reducing the reform’s practical impact. Bulgarian regulators must weigh comprehensive wording against the need for clear, enforceable standards that avoid the circumvention documented elsewhere in Europe. Operators, in turn, should track revisions closely, because an expanded trademark definition could materially constrain future marketing options.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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