Bulgarian State Lottery Exempted from Full Gambling Ad Ban
Clara Williams 
The cabinet of Bulgarian Prime Minister Roumen Radev has introduced a comprehensive draft proposal to ban all gambling advertising across the country, explicitly exempting the national lottery and the Bulgarian Sports Totalizator from the sweeping new restrictions. The proposed legislative overhaul is currently open for public discussion, with consultations scheduled to expire on October 25, 2026. Following this deadline, the revised draft will be put forward for a formal vote.
Key Takeaways:
- National lottery and Sports Totalizator are exempt from the ban.
- Public consultations on the draft legislation conclude October 25, 2026.
- The proposed legislation would eliminate the Bulgarian affiliate sector.
Scope of the Proposed Marketing Restrictions
Under the draft legislation, all gambling advertising is prohibited regardless of the marketing type or method of distribution. The restrictions cover the advertising of gambling games, gambling brands, gambling-related trademarks, and any type of signage. This comprehensive ban applies across all communication channels, including television, radio, print media, online platforms, social media, applications, and streaming services. Operators will only be permitted to display gambling messages within their own websites and physical land-based venues, where applicable. The national lottery and the Bulgarian Sports Totalizator remain among the few online lottery games permitted to bypass these stringent marketing policies.
Sports Sponsorship Exceptions and Affiliate Sector Wipeout
Alongside the state lottery exemptions, the draft policies also permit an exception for sports sponsorships. This provision allows commercial agreements between gambling operators and sports clubs, leagues, competitions, event organizers, and kit manufacturers to continue operating as usual. However, these sports sponsorships will be strictly prohibited if the products are intended for use by individuals under the age of 18. If the law is enforced in its current form, the sweeping restrictions on digital and traditional marketing channels will essentially wipe out the affiliate sector from the Bulgarian lottery market.
Addressing Loopholes from the 2024 Legislative Amendments
The introduction of this complete advertising ban follows growing political tensions over the prominence of gambling marketing in Bulgaria. Politicians have heavily scrutinized previous gambling amendments adopted in 2024, arguing that the prior legislation left significant regulatory loopholes. The 2024 provisions stated that gambling messages were prohibited from television, online, and print media, but the rules focused primarily on the promotion of the play itself rather than restricting the use of brand logos.
Critics frequently pointed to the broadcasting of the 2026 FIFA World Cup by the Bulgarian National Television as a prime example of these regulatory gaps. During the advertising spaces between live broadcasts, bookmakers were able to advertise opportunities for business relationships, which prominently featured their corporate logos. Prime Minister Radev’s newly drafted provisions specifically address and close this loophole by targeting brand and trademark visibility.
