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Bulgaria’s Push for a Full Gambling Advertising Ban: A Comprehensive Guide to the Proposed Reforms

By jili tutorial · September 8, 2026

Bulgaria’s Push for a Full Gambling Advertising Ban: A Comprehensive Guide to the Proposed Reforms

Introduction: A New Wave of Gambling Advertising Restrictions

Bulgaria’s political landscape is once again focusing on gambling regulation, with the centrist party We Continue the Change (WCC) proposing a sweeping review of gambling advertising rules. The party, a longstanding critic of the gambling industry, argues that existing legislation contains significant loopholes that undermine player protection and public health goals. This guide unpacks the proposed changes, the context behind them, and the practical implications for operators, advertisers, and consumers.

Background: Bulgaria’s 2024 Gambling Reform and Its Gaps

The Biggest Overhaul in Decades

In 2024, Bulgaria implemented what many described as the most extensive gambling law revision in decades. The new rules tightened licensing compliance, enhanced player protection measures, and imposed strict controls on gambling marketing. Key provisions included:

Despite these measures, critics argue that the law left several loopholes wide open.

The Emergence of Loopholes: Product Placement and League Sponsorships

Shortly after the 2024 reforms took effect, a major controversy erupted during the World Cup broadcast on Bulgarian National Television (BNT). Operators such as inbet, Efbet, and 8888 ran advertisements promoting franchising opportunities and the ability to open a bookmaker shop as a partner. While these were not explicitly business-to-consumer (B2C) ads, the branding of these companies appeared prominently during prime-time national TV.

Furthermore, several top-tier sports competitions in Bulgaria are sponsored by gambling operators:

The tournament’s official betting partner, Betano, was also advertised during the World Cup and continues to be promoted during the new football season. Because league names inherently include their sponsors, these brand placements are technically not classified as advertising — a loophole WCC is determined to close.

The Proposed Full Advertising Ban: What We Continue the Change Wants

Outdoor and Public Space Advertising

According to the Bulgarian National Radio, WCC’s draft proposal includes a complete ban on outdoor gambling advertising. This would cover:

The goal is to eliminate visual exposure to gambling promotions in everyday environments, particularly where children and vulnerable individuals may be present.

Restrictions on Sports Sponsorship and Kit Branding

Under the proposal, logos of gambling operators on adult sports kits would be restricted to a maximum size of 10×10 cm. This is a direct attempt to reduce the prominence of gambling brands during televised sporting events.

Product Placement in Media Content

The proposal explicitly targets product placement across all media — including television, streaming, and online platforms. Currently, product placement is not treated as advertising under Bulgarian law, allowing operators to embed their brands within shows, news segments, or sports broadcasts without triggering advertising restrictions.

Mandatory Gambling Harm Messaging

While gambling harm messages are already required, some companies have attempted to obscure them by using same-colour lettering against backgrounds on billboards. The new proposal mandates that such warnings:

This would make it far more difficult to hide or downplay the risks.

A European Precedent: Political Advertising Ban as a Model

Assen Vassilev, Chairman of We Continue the Change, highlighted the European Union’s ban on political advertising across social media as a potential model for gambling. He noted that EU regulations have forced platforms like Facebook and Google to self-regulate political ads. Vassilev stated:

“Let’s start working in that direction. We’ve spoken to our European MPs about implementing such an EU-wide measure for gambling as well, so that neither Facebook nor Google can allow online marketing when the user is located in a Member State.”

This would effectively block all online gambling advertising within the EU, not just in Bulgaria.

Loopholes Under Scrutiny: Product Placement, League Naming, and Indirect Ads

The “League” Strategy

One of the most contested issues is the practice of adding “League” or “Cup” to a gambling operator’s brand name. For example, the Efbet League is not classified as an advertisement for Efbet — it is simply the name of the competition. WCC argues this is an obvious loophole that allows extensive brand exposure without triggering advertising rules.

Indirect Branding via Franchise Opportunities

During the World Cup broadcast, operators promoted franchising opportunities — opening a bookmaker shop — rather than direct betting. Since this is B2B marketing, it falls outside the B2C advertising ban. Yet the branding of these companies was still visible to millions of viewers, effectively functioning as a promotional tool.

Social Media and Online Platforms

Current regulations ban gambling ads on social media, but enforcement is spotty. WCC’s proposal would mirror the EU’s political advertising approach, requiring platforms to actively block gambling-related content based on user location.

Celebrity Involvement: Dimitar Berbatov’s Changing Perspective

A notable figure in this discussion is former Manchester United striker Dimitar Berbatov, who had previously endorsed gambling operators such as LiveScoreBet, JBO, and Betfair. He later publicly reflected on his involvement:

“There were billboards with my likeness everywhere. At the time, I had slightly fallen asleep in my own bubble and didn’t realise that what I had done was actually a mistake. I had to wake up because I underestimated my social responsibility, especially towards young people.”

Berbatov’s comments underscore the growing awareness among public figures about the ethical implications of promoting gambling — a factor that may amplify public support for tighter restrictions.

What This Means for Operators, Advertisers, and Consumers

For Gambling Operators

For Advertisers and Media

For Consumers and Public Health Advocates

The Political and Legislative Path Forward

The proposal from We Continue the Change comes after previous attempts to push similar measures were blocked. In July 2024, the party urged Prime Minister Roumen Radev’s cabinet to include advertising restrictions in the 2026/27 Budget, but Deputy Finance Minister Lyudmila Petkova declined, stating that the government was already conducting a full review of the Gambling Act — which eventually led to the 2024 reforms. Now, WCC is using the World Cup controversy as a catalyst to revive the discussion.

The draft proposal will need to pass through parliamentary committees and face potential lobbying from the gambling industry. However, public sentiment — amplified by celebrity voices like Berbatov’s — may provide momentum for stricter controls.

Conclusion: Closing the Gaps

Bulgaria’s gambling advertising landscape is at a pivotal moment. While the 2024 reforms were a major step forward, the emergence of loopholes like product placement, league naming, and indirect franchising ads demonstrates the need for more comprehensive legislation. We Continue the Change’s proposal aims to close these gaps by adopting a full outdoor ban, restricting sports sponsorship branding, and pushing for EU-wide online restrictions. Whether the government will embrace this second wave of reform remains to be seen, but the debate is far from over.