Democratic Bulgaria Proposes Near-Total Ban on Gambling Advertising in Bulgaria

Democratic Bulgaria has introduced legislation in Bulgaria’s 52nd National Assembly seeking to impose an almost comprehensive ban on gambling advertising and close what its MPs describe as loopholes that have allowed operators to continue promoting their businesses despite restrictions introduced in 2024.

The bill, registered under number 52-654-01-130 on 9 September 2026, proposes amendments to the Gambling Act that would significantly broaden the scope of prohibited gambling advertising. The initiative would extend restrictions to outdoor advertising, websites, online advertising networks, mobile applications, online platforms and direct marketing, while also introducing new enforcement mechanisms for the National Revenue Agency (NRA).

Bozhidar Bozhanov, co-chair of Yes, Bulgaria and deputy chair of the Democratic Bulgaria parliamentary group, said the legislation was intended to eliminate the remaining ways in which gambling companies can circumvent the existing rules.

“Today we are submitting a bill to amend the Gambling Act, with which we will fill all the ‘loopholes’, ban advertising everywhere, in all ways, without any opportunities for gambling operators to take advantage of the existing loopholes in the law.”

Broader restrictions on gambling advertising

One of the central changes would be to replace the existing reference to radio and television programmes with the broader category of audiovisual media and radio services.

The bill would also restructure the rules governing print and online media. Instead of grouping print and electronic media together, the legislation would refer specifically to print media while introducing a separate provision covering websites and other online services.

Outdoor gambling advertising would face a particularly significant change. The current legislation allows gambling advertisements to occupy up to 5% of the total advertising area controlled by an outdoor advertising provider. Democratic Bulgaria wants to remove that allowance entirely and replace it with a complete prohibition.

The proposed ban would cover billboards, flags, advertising boards, banners and other forms of outdoor advertising. The existing exception permitting billboards located more than 300 metres from schools, playgrounds and other protected locations would also be abolished.

The bill would further tighten requirements concerning gambling-related risk warnings. Such warnings would have to be displayed in a clearly distinguishable font and in a colour that makes the information readily readable.

Online advertising and direct marketing brought into the scope

The proposed amendments would establish three additional categories of prohibited gambling advertising.

The first would cover websites, online news services, mobile applications and online platforms falling under the EU Digital Services Act.

The second would encompass providers of online advertising services covered by the Digital Markets Act.

The third would target direct communications, including text messages, email and other forms of direct contact with consumers.

The definition of gambling advertising itself would also be expanded. Under the proposed wording, the concept would encompass product and service placement, as well as messages, recommendations or actions that use the name or trademark of a product, sports league, event or venue that closely resembles the name or trademark associated with a gambling operator.

The sponsors therefore seek to address not only conventional advertisements but also promotional techniques that can make gambling brands visible without necessarily presenting themselves as traditional gambling advertising.

Stronger powers for the National Revenue Agency

The bill would give the National Revenue Agency a more central role in identifying and responding to unlawful gambling advertising

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The agency would establish a single online form through which members of the public could report suspected illegal gambling advertising. It would also be required to publish monthly data concerning violations and the penalties imposed for them.

Under the proposed amendments, the NRA executive director would have the power to order the removal of prohibited advertising. Where online advertising services repeatedly failed to comply with such orders, the executive director could also order their access to be suspended for a period of up to one month.

The legislation would impose additional obligations on internet and hosting providers.

Providers that receive a share of gambling advertising revenue would be considered to be directly violating the advertising ban. They would consequently be unable to rely on the passive-transmission defence.

Separately, internet and hosting providers in general could face liability if they failed to remove illegal gambling advertising or restrict access to it within 12 hours of becoming aware of the content or receiving a removal order.

Measures targeting unlicensed gambling operators

The bill also contains provisions that go beyond advertising and are specifically aimed at restricting the activities of unlicensed gambling operators.

One measure would prevent crypto-asset service providers and trading-platform operators from transferring crypto-assets intended for online gambling either to or from unlicensed gambling operators. The same restriction would apply to operators that have been ordered to cease their activities and appear on the NRA’s relevant register.

The proposal would effectively extend to crypto-asset providers a restriction that already applies to payment institutions.

Another provision would concern cash deposit terminals. Such terminals would be prohibited from being used to fund online betting accounts until the customer’s identity had been verified.

The bill would also impose an obligation on very large online search engines, as defined under the Digital Services Act, to stop returning search results directing users to websites operated by unlicensed gambling companies.

Democratic Bulgaria points to shortcomings in the 2024 restrictions

According to the bill’s explanatory memorandum, some of the restrictions adopted as part of Bulgaria’s 2024 gambling advertising reforms have not been effectively implemented.

The sponsors argue that the problem is partly a lack of enforcement and partly what they describe as a failure by operators to comply with the rules in good faith.

The memorandum specifically points to the 5% ceiling on outdoor gambling advertising, saying that the limit is neither properly observed nor effectively controlled. It also refers to organisational difficulties cited by the responsible agency, while accusing it of lacking the necessary willingness to address the problem.

Democratic Bulgaria also identifies several methods that it believes gambling operators have used to circumvent the existing restrictions. These include risk warnings that are technically present but almost impossible to see, as well as news websites designed or presented in ways that effectively promote gambling brands.

Bozhanov has also argued that the existing restrictions have not prevented gambling advertising from appearing on major television channels and throughout Bulgarian cities. He said gambling advertising had been “on national television and across whole cities” despite the restrictions.

The proposed legislation therefore focuses on eliminating the remaining advertising channels rather than simply increasing penalties for violations.

Bozhanov also distinguished the proposed advertising ban from a potential prohibition on gambling itself. He said that introducing a complete ban on gambling would require a careful assessment because of the possibility that such a measure could encourage people to turn to illegal gambling operators.

For that reason, Democratic Bulgaria has chosen to concentrate the current bill on eliminating gambling advertising and closing the mechanisms that allow licensed and unlicensed operators to continue reaching consumers through alternative channels. 

By fLEXI tEAM