Bulgaria’s cabinet has approved a draft bill imposing a near-total ban on gambling advertising across all media, alongside higher taxes for online operators, revised licensing fees, and the elimination of affiliate operator activity. The proposal, notified to the European Commission, marks one of the most comprehensive regulatory overhauls of the country’s gambling sector in recent years.
The draft amendments to the Bulgarian Gambling Act would prohibit gambling advertising across essentially all media channels, including television, radio, print, outdoor formats such as billboards, and digital platforms. The measure extends the restrictions introduced in 2024, which already barred gambling advertisements on major media outlets while preserving limited exceptions, including for the national lottery and certain sports-related sponsorships.
According to the government, the changes are intended to increase state revenue from the sector, improve regulatory clarity, and reduce gambling-related harm. The bill follows a public consultation held between September 23 and October 23, 2026, during which the Ministry of Finance solicited feedback on the far-reaching reform.
The draft legislation has been notified to the European Commission through the Technical Regulation Information System under notification number 2026/0536/BG, a procedural step required before the bill can proceed to parliament.
Higher Taxes and Revised Licensing Fees
The fiscal component of the package is substantial. The online gambling tax was already raised to 25 percent of gross gaming revenue in January 2026, up from 20 percent, following an increase approved in the 2025 budget. The new bill proposes further increases to the variable component of the online betting licence fee, with rates set to rise progressively through 2028.
Under the current framework, operators are subject to a 25 percent GGR tax and a 10 percent corporate income tax. From January 1, 2028, the government plans to replace the existing alternative tax system with a new two-part state fee structure, which reportedly includes a minimum monthly obligation of approximately €100,000 for licensed operators. Licence fees for land-based casinos and gaming halls are also set to be reshaped under the proposal.
Affiliate Operators Face Elimination
Perhaps the most consequential provision for the marketing ecosystem is the termination of affiliate operator activity. Bulgaria introduced a mandatory licensing regime for gambling affiliates on August 1, 2026, requiring performance-based marketers to obtain their own licence from the National Revenue Agency (NRA), pay an annual fee of €6,000, and submit to a 10 percent levy on performance-related commissions. The new draft would end this activity altogether, compelling operators to internalize player acquisition or restructure their partnerships.
