Bulgaria’s Finance Ministry has pushed back against calls for a complete ban on gambling advertising, rejecting opposition demands that would have significantly tightened marketing restrictions.
The decision came amid a broader parliamentary debate over gambling regulation and tax reform that has made gambling marketing a deeply divisive topic in the country.
Opposition politicians had pushed for sweeping measures, including a near-doubling of operator fees alongside the introduction of a comprehensive advertising ban across the country.
Parliament ultimately approved only minor additional taxation focused on a specific niche, falling well short of the more aggressive regulatory overhaul that critics of the industry had sought.
The government acknowledged during the debate that Bulgaria currently achieves a channelisation rate of approximately 60%, meaning a significant portion of gambling activity remains outside the regulated market.
Online gambling in Bulgaria is currently taxed at 25% of gross gaming revenue alongside a 10% corporate tax, following an increase from the previous rate of 20% earlier in 2026.
Authorities are also looking beyond operators to gambling affiliates, with plans to introduce a formal licensing regime for those working alongside regulated gambling companies.
Under the proposed affiliate framework, a two-pronged levy would apply, consisting of an annual tax of 6,000 euros and a variable 10% tax on all commission derived from measurable gambling promotion activities.
The planned affiliate licensing regime signals a broader regulatory intent to bring greater accountability to the full chain of gambling promotion and marketing activity in the country.
Bulgaria’s parliamentary discussions reflect a wider tension across European markets between protecting consumers from gambling harm and maintaining a competitive, well-regulated legal industry that keeps players within licensed channels.
The rejection of an outright advertising ban suggests Bulgarian policymakers remain cautious about measures that could push more players toward unregulated offshore operators, undermining the existing regulatory framework.
With channelisation still falling short of the levels regulators would prefer, the balancing act between stricter advertising rules and market competitiveness is likely to remain a central debate in Bulgarian gambling policy going forward.
