Bulgaria proposes sweeping gambling ad ban and major tax increases from 2028

The Bulgarian Council of Ministers approved draft amendments on 12 November 2026 that would ban gambling promotion across television, radio, newspapers, websites and outdoor advertising, and impose major tax and fee changes effective from 1 January 2028. The draft has been sent to Parliament for consideration and would also bring affiliates under the same restrictions as licensed operators and introduce a two-part state fee, including a €100,000 monthly minimum for online operators.

Scope of the proposed advertising ban

The cabinet-approved draft would prohibit promotion of gambling products, operators and related brands across virtually all media channels: television, radio, print publications, digital websites and outdoor promotional spaces. The proposals follow an earlier, broader effort rejected in July, and reflect a policy shift after remarks from Prime Minister Rumen Radev in September. Radev told the Council of Ministers:

"We don’t want gambling to be present in the everyday life of Bulgarian citizens. We don’t want aggressive marketing, which reaches young people and children." — Rumen Radev

The draft retains narrow exemptions for trademark displays within qualifying sponsorship or partnership agreements covering sports organisations, cultural initiatives, healthcare projects and educational institutions. Those sponsorship appearances would be subject to strict controls on how they are presented in broadcast and online coverage.

Affiliate rules and licensing oversight

Affiliate marketing channels that promote gambling products would face the same limitations applied to licensed operators and be integrated into the National Revenue Agency's regulatory framework. Bulgaria has already moved to bring affiliates under a formal licensing system overseen by the National Revenue Agency, and the draft would align affiliate obligations with those of licensed operators under the new advertising regime. Operators and affiliates would therefore be regulated under the same broadcast and promotion constraints and licensing oversight (see the regulation section for regulatory coverage).

Tax, fee and licence changes taking effect 1 January 2028

The draft replaces the existing alternative taxation regime with a two-part state fee model from 1 January 2028. The new structure requires a mandatory minimum monthly payment plus a variable component tied to betting activity and payouts. The government has set a minimum monthly state fee for online betting operators at €100,000. Additional fiscal changes in the draft include:

• A five-year online betting licence fee of €400,000

• A ten-year online betting licence fee of €800,000

• Mandatory contributions of €60,000 from online operators toward addiction prevention and treatment, split equally between the ministries responsible for sport, health and education

• Higher operating taxes for casinos, gaming halls and equipment manufacturers, and new one-off import and servicing fees

Foreign operators would face stricter establishment criteria under the draft, including a requirement to maintain a permanent physical presence in Bulgaria.

Implementation and parliamentary process

The Council of Ministers forwarded the package to Parliament after approving the draft on 12 November 2026. If Parliament enacts the proposals, the advertising restrictions would take effect on enactment while the tax and fee regime would commence on 1 January 2028. The package combines marketing prohibitions, affiliate regulation, sponsorship carve-outs and significant fiscal measures into a single overhaul of Bulgaria’s gambling framework.