Bulgaria’s government has proposed a near-total ban on gambling advertising, with branding on sports kits and at sports facilities as the only significant exception. Prime Minister Rumen Radev announced the plan after a cabinet meeting on 23 September, as part of amendments to the Gambling Act that have been put out for public consultation.
The package also bans illuminated facades on casinos and gaming halls, changes how land-based venues are taxed, requires all gaming equipment to report to the National Revenue Agency (NRA) in real time, and points to a further tax rise for online operators.
“The goal is greater transparency, fairer taxation, and, above all, curbing gambling addiction,” Radev said.
Advertising ban with a sports carve-out
Under the draft, gambling advertising would be prohibited almost entirely. Operators would keep sports sponsorship visibility through logos on team kits and branding inside sports facilities. The government has not yet published a detailed list of what counts as advertising under the new rules, and the consultation text will set that scope.
Radev said the aim is to reduce how visible gambling is in everyday life, particularly for younger audiences. The sports exemption leaves kit and stadium sponsorship open to operators while the rest of their advertising channels would close.
Casino and gaming hall facades
The proposal also outlaws illuminated facades on casinos and gaming halls. Radev said the displays had spread across towns and villages to the point where they dominate the streetscape.
“The lights on casino and gaming hall facades are so intense and alluring that our towns and villages have come to resemble Las Vegas; therefore, we are banning them as well,” Radev said.
New tax model for land-based venues
Casinos and gaming halls would be taxed on their actual financial results under the amendments. The government said the change comes with additional safeguards against money laundering and tax avoidance.
All gaming equipment would have to connect to the NRA in real time. The NRA has supervised gambling in Bulgaria since 2020, when the State Commission on Gambling was closed and its powers transferred to the tax authority. Real-time reporting would give the agency continuous data on machine activity, which it can use both for oversight and for checking tax returns.
Online operators face another tax increase
Radev said online gambling operators should expect a further tax rise. Bulgaria already raised the GGR-based tax on gambling from 20% to 25% from January 2026, a move expected to add roughly €32 million to €56 million a year to the state budget, according to estimates reported by the Sofia News Agency at the time.
The government has not given a new rate. Earlier this year it rejected a proposal from the Democratic Bulgaria party to raise the rate to 30% and to introduce an advertising ban, saying it would address both issues in its own amendments to the Gambling Act. The new draft also includes mechanisms to channel part of gambling revenue into sport and education.
Local registration for foreign operators
Foreign companies seeking a Bulgarian licence would have to formally register their operations in the country.
“Anyone operating in the Bulgarian market and profiting from it must report here, pay taxes here and be subject to full control by the Bulgarian state,” Radev said.
For international operators, local registration would mean a Bulgarian legal presence, local tax reporting and direct exposure to NRA audits.
Customs violations become criminal offences
Alongside the gambling reforms, the cabinet proposed amendments to the Penal Code that would make customs violations criminal offences. They are currently treated as administrative breaches. The provisions cover smugglers, customs officers and officials who knowingly ignore violations. Radev said previous governments had lacked the political will to introduce the change.
What happens next
The Gambling Act amendments now go through public consultation before the cabinet approves a final text and sends it to the National Assembly. The key details still missing are the new online tax rate, the exact definition of prohibited advertising and the timeline for venues to remove illuminated signage and connect equipment to the NRA.
The consultation will be the first formal chance for operators, media owners and sports clubs to respond to the scope of the advertising ban and the sponsorship exemption. Bulgaria’s move comes as regulators across Europe tighten enforcement, with Germany’s GGL seeking faster powers against illegal gambling.
Source: Council of Ministers of the Republic of Bulgaria
