Bulgaria’s political party We Continue the Change has introduced a legislative proposal to significantly tighten gambling marketing regulations and eliminate remaining regulatory loopholes. The draft legislation seeks to enforce a comprehensive ban on outdoor gambling advertising, prohibit product placement across broadcast media, and impose strict limits on sports sponsorships. The initiative comes in response to public controversy surrounding recent major sports broadcasts on Bulgarian National Television, where betting operators prominently featured franchising and partnership branding during prime-time programming.
Under the proposed measures, gambling marketing would be completely prohibited on billboards, public buildings, and transit stops, restricting visible branding strictly to physical land-based gaming venues. The draft law also includes a total ban on product placement in television and online video content, caps sponsor logos on adult sports jerseys at 10×10 cm, and mandates that responsible gambling warnings occupy at least 10% of any permitted promotional material using high-contrast black text on a white background to prevent camouflage tactics.
Party Chairman Assen Vassilev also stated plans to pursue discussions with European parliamentarians regarding EU-wide restrictions on social media gambling advertising, drawing parallels to current digital political marketing rules. Bulgaria previously enacted major regulatory reforms in 2024 by barring direct gambling commercials on television, radio, print, and social media. However, operators continued to maintain high visibility through title sponsorships of premier football leagues and cup tournaments. If enacted, the new legislation will require iGaming operators and affiliates in Bulgaria to fundamentally restructure their promotional strategies and phase out major sports naming rights.
Source: SBC News