Bulgaria is planning to join the likes of Italy, Poland, and Belgium with a full gambling ad ban.
The Bulgarian government is preparing for an almost complete ban on gambling ads, Prime Minister Rumen Radev has confirmed, which could kill the affiliate industry in the market.
This proposed reform comes amid a comprehensive campaign from opposition parties, ‘Continue the Change and Democratic Bulgaria’, which has called for a full ban on gambling ads. If this goes ahead, it could essentially prevent affiliates from operating in the country.
Radev said at a council of ministers meeting: “The first major change is advertising. We are introducing a complete ban on gambling advertising. We do not want gambling to be in front of Bulgarian citizens every day, reaching young people and children.”
As it stands, gambling ads are prohibited for TV, radio, and digital media. Outdoor ads are still permitted, but must be at least 300 metres away from playgrounds or educational facilities.
Under the new proposals, there will be a full ban on advertising gambling games organisers, trademarks and distinctive signs – with the small exception of signage at the premises of licensed operators, broadcasting for the state lottery, and sports equipment and facilities including stadiums, sports halls, and swimming pools.
Operators will still retain the right to sponsor the activities of licensed sports clubs, federations, associations, and organisations, as well as events supporting culture, healthcare, and education. There are also a few exceptions around sponsor names on publisher sites.
Restrictions were introduced in 2024 as part of the Gambling Act, but critics argued these have been insufficiently enforced, and are side-stepped by operators.
The public will be invited to discuss the amendments to this act, Bulgarian Telegraph Agency (BTA) reported.
Radev told the council Bulgaria has started to “look like Las Vegas” thanks to the bright and provocative lights on the façades of casinos and gambling halls, adding that this is why they are banning gambling ad promotions.
Rather than being an entirely new set of regulations, Radev has framed this as a way to close the loopholes exploited by advertisers.
Taxation changes are also being proposed, with new mechanisms for detecting and mitigating money laundering and tax evasion, as well as new provisions to require registration from foreign operators.
Radev continued: “Anyone who operates on the Bulgarian market and makes money from it will report here, pay taxes here and be subject to full control by the Bulgarian state.”
The Bulgarian gambling industry has grown by around 50% since 2023, according to figures cited by the government, expanding rapidly from €22bn to €33bn in 2025 – with an over $1bn net profit.
If further restrictions are introduced, Bulgaria will join a number of countries around the world clamping down on gambling ads, including Australia, which recently pushed further restrictions looking to protect vulnerable audiences from exposure to gambling promotions.
