Bulgaria proposes an almost total ban on gambling advertising

BLUF: The Bulgarian government presented on September 23 a reform package for the Gambling Act that proposes an almost total ban on gambling advertising in public spaces and the elimination of illuminated signs in casinos and gaming halls. The initiative also includes tax changes, new registration obligations for foreign operators, and anti-money laundering controls, including real-time connection with the National Revenue Agency.

What does the gambling advertising ban in Bulgaria propose?

Prime Minister Rumen Radev announced the package on September 23 with the aim of reducing the everyday presence of betting and casinos in public spaces. Radev said:

“We do not want gambling to have this everyday presence before the eyes of Bulgarian citizens. We do not want this aggressive form of advertising that corrupts young people and children.” — Rumen Radev

The proposal eliminates most of the outdoor advertising formats that survived the 2024 reform. Specifically, it is proposed to:

• prohibit billboards related to betting and casinos on public roads;

• prevent ads in storefronts and the use of illuminated signs in casinos and gaming halls;

• maintain limited exceptions for visible sports sponsorship on shirts and in sports facilities.

The provisions would affect both the signage in cities and towns and the promotional presence in the windows of gaming establishments.

Implications for sports advertising and sponsorship

The proposal retains a limited exception for sports: gambling branding could still appear on sports equipment and in sports facilities. This exception keeps the sponsorship channel alive in professional sports and facilities but eliminates most supports in public spaces.

Changes in taxation and registration for foreign operators

The package also regulates taxation and registration obligations. The government proposes that the tax on online operators be increased, with part of the increase allocated to sports and education. In Rumen Radev's words:

“Anyone operating in the Bulgarian market and profiting from it will pay taxes here and will be subject to the full oversight of the Bulgarian state.” — Rumen Radev

The reform establishes that foreign companies generating revenue from clients in Bulgaria, even if licensed abroad, must register their financial activity locally and pay taxes in Bulgaria.

Anti-money laundering controls and connection to the National Revenue Agency

The package includes measures to strengthen controls against money laundering and tax evasion. Among the technical obligations, gaming machines and equipment must maintain a real-time connection with the National Revenue Agency, allowing authorities direct access to operational data.

Legislative background and scrutiny in 2024–2026

Bulgaria already tightened gambling advertising rules in 2024, limiting advertising on television, radio, press, websites, and public spaces, while leaving partial exceptions for billboards and sports. During 2026, parliamentarians raised specific questions about the enforcement and scope of outdoor restrictions. Parliamentary questions in May and August of 2026 addressed limits on billboards and the enforcement of existing rules.

Additionally, in September 2026, separate amendments to the Gambling Act were introduced in the Assembly, indicating that advertising restrictions were already under discussion before the Government's announcement on September 23.

What should operators and regulators prepare for?

Operators with a presence in Bulgaria must consider three areas of work: advertising compliance and brand adjustments; tax adaptation for the new online rate and the possible allocation of funds to sports and education; and technical and registration requirements to report financial activity locally. Gaming equipment suppliers will need to integrate real-time connectivity with the National Revenue Agency.

For licensed foreign operators, the practical novelty is the obligation to register local financial activity when they generate revenue from the Bulgarian market; this implies changes in accounting, withholdings, and tax reporting.

What remains to be decided and next steps

The Executive's initiative was distributed as a legislative package; its final content will depend on parliamentary debate and the amendment texts accompanying the proposals already introduced in September. The legislative calendar will determine when the specific measures will take effect and whether additional exceptions or transition mechanisms will be introduced for operators and sports sponsors.