Bulgaria imposes affiliate licensing regime, turns down advertising prohibition

The Bulgarian National Assembly has adopted changes to the Gambling Act as part of wider fiscal legislation, creating a formal licensing framework for gambling affiliates while voting against more stringent advertising controls.

Under the new rules, both domestic and international companies and individuals may engage in affiliate marketing for gambling services, provided they meet defined licensing criteria. Overseas affiliate operators must appoint a local representative with a registered address in Bulgaria to interact with state authorities and courts.

Lawmakers rejected two advertising-related proposals from the "We Continue the Change" party. One would have banned gambling ads on public transport, radio, television, and digital media; the other sought a comprehensive advertising prohibition along with higher industry fees. Neither measure passed.

The Ministry of Finance disclosed last week that it has initiated a thorough examination of the entire Gambling Act. Deputy Finance Minister Lyudmila Petkova told Parliament's Budget Committee that "repeated amendments introduced through unrelated legislation had created inconsistencies that could take years to resolve."

The broader review aims to address shortcomings in subordinate legislation. Several provisions adopted in 2024—covering maximum session durations, loss thresholds, stake caps, and safeguards for players under 24—have yet to be fully enacted.

A separate regulation concerning gambling addiction treatment was opened for public consultation in March 2026 but remains unimplemented. In April, the Health Ministry put forward updated funding mechanisms for addiction prevention and treatment, with extra protections for young and vulnerable individuals.