Bulgaria proposes near-total ban on gambling advertising

Bulgarian Prime Minister Rumen Radev has announced plans to significantly tighten gambling advertising rules as part of proposed amendments to the country's Gambling Act.

The changes would prohibit gambling advertisements on billboards, posters and other public displays, while casinos and gaming halls would no longer be permitted to use bright or flashing illuminated signs and promotional window displays. 

Radev said the aim was to reduce the everyday visibility of gambling, arguing that towns and villages had increasingly come to resemble "Las Vegas."

Gambling branding would remain permitted in limited sporting contexts, including official club jerseys and sports halls.

The proposals follow advertising restrictions introduced in 2024 covering television, radio and online channels. However, gambling marketing subsequently became more visible through outdoor formats including billboards, street posters and building banners.

Opposition parties have also pushed for tighter controls, arguing that existing restrictions have not been adequately enforced.

The Government's latest impact assessment similarly concludes that current rules have not sufficiently limited gambling advertising's potential negative effects. It identifies young people and those already experiencing gambling-related problems as particularly vulnerable groups. 

The wider reform package would also change the financial framework for operators. The variable component of the online betting licence fee is proposed to increase from 20% to 21% in 2027 and 22% from 2028, alongside a minimum monthly variable fee of €100,000 (US$113,892). 

Additional measures are expected to strengthen anti-money laundering and tax controls, while foreign operators serving the Bulgarian market would face requirements intended to bring their financial activities under domestic oversight.

The proposals also include increased responsible gambling contributions, with funding directed towards prevention measures across sport, health and education.