Full gambling ad ban draft to kill affiliates in Bulgaria

Bulgaria’s ruling Progressive Bulgaria party has put its Gambling Act reforms draft up for public consultation, calling for a complete ban on gambling advertising. The proposed restrictions drafted by Prime Minister Roumen Radev’s cabinet replace the current legislation with a near-total ban on all types of marketing. Adverts to remain self-contained Any advertising of gambling games, operators, their related trademarks and distinctive signage, regardless of its type, method, place or distribution is fully prohibited under the proposals. This applies to all communication channels – TV, radio, print, outdoor, online, social media, apps, streaming services, and others. Some caveats apply. For one, operators will be allowed to use gambling messaging on their own websites and on their land-based premises – with the only information allowed referring to game-related organising and participation. Furthermore, building-adjacent casino signage will also be permitted, with the total area of signs limited to less than or equal to 20% of the façade, and a total size of under or equal to 50m². At least 10% of the allowed size must contain a “Gambling carries a risk of developing addiction” message. Meanwhile, building-adjacent sign illumination, dynamic, moving or changing elements are fully prohibited. Sports sponsorships remain Operators will still be allowed to maintain a presence in sports through sponsorship agreements. These include deals with clubs, federations, associations, leagues, and social events. The draft provisions allow for the display of logos and trademarks across sports equipment, facilities, halls, and stadiums used by the sponsored entity – except for products intended for use by under-18s. Sponsored entities will also be able to display gambling trademarks on their websites. There will be strict limits when it comes to the broadcasting of sponsored sports events, with digital overlays of the gambling brands fully prohibited. Brands will only be allowed to be shown organically as part of their placement on either kits, stadiums, or LED advertisements. Following the controversy around the Bulgarian National Television’s broadcasting of the 2026 FIFA World Cup, where bookmakers were using TV primetime to advertise business partnership opportunities, the new draft completely prohibits such ads from airing on radio and TV if they mention gambling brands. Essentially, given the restrictive nature of the proposal, it fully kills off the local gambling affiliate sector. This is a complete 180 degree turn by the government just a month after Bulgaria introduced a new licensing path for affiliates. If enforced, the proposal will terminate all active affiliate licenses from 1 January 2027. The public consultation will be open until 23 October.