Bulgarian gambling reforms have promotion loophole, opposition leader warns
Further amendments may be needed to prevent gambling operators from circumventing Bulgaria’s proposed advertising ban, Assen Vassilev says.
Bulgaria.- Assen Vassilev, chairman of opposition party We Continue the Change (PP) has suggested that further amendments are needed to close potential loopholes in the proposed overhaul of Bulgaria’s gambling laws. Vassilev has raised concerns about certain language in the Gambling Act reform package, arguing that the wording could weaken plans to significantly reduce gambling advertising.
As presented by Prime Minister Rumen Radev, the proposed Bulgarian gambling reforms include a near-total ban on gambling marketing, including affiliate marketing, and a ban on promoting gambling trademarks through any communication channel.
Vassilev’s argument is that the definition of a gambling trademark should be expanded to cover brands that are linked to, or closely resemble, licensed gambling operators. He warned that without broader language, companies could create alternative brands that effectively maintain public visibility while technically complying with the law.
His concerns are based on experiences in other European countries. After Belgium banned gambling sponsorship in sports in January 2025, operators quickly found workarounds by using foundations or media sites to sponsor teams. Club Brugge replaced Unibet branding with “U-Experts” while Standard Liège and Antwerp adopted the branding of Circus Daily, a sports news website owned by the gambling operator Circus.
A similar situation occurred in Italy, where Serie A clubs continued to run partnerships with platforms associated with gambling brands after the enactment of the Dignity Decree (Law No. 96/2018) in July 2018.
Vassilev suggests that the proposed Bulgarian rules could allow a similar situation. For example, efbet, a major Bulgarian licensed gambling operator, could potentially promote a brand such as “efbetnews” instead of directly advertising its gambling services, he argues.
He also suggested that further restrictions could be introduced around advertising at outdoor sports venues sponsored by gambling companies. In addition, he suggested the consideration of a model similar to that used in the United States, under which banks and card issuers play a greater role in blocking payments to unlicensed online gambling operators.
Bulgaria’s proposed gambling reforms are currently subject to a public consultation until October 23.
