Bulgaria has introduced a new licensing regime for gambling affiliates, bringing businesses that earn commissions from directing players to gambling operators under direct regulatory supervision for the first time.
The rules came into force on 1 August 2026, with affiliates already operating in the market required to submit their licence applications by 15 August.
The move gives Bulgaria’s National Revenue Agency (NRA) greater oversight of the affiliate marketing sector and could have a significant impact on publishers, comparison websites, social media channels and other businesses generating revenue from gambling-related traffic.
Performance-based commissions now require a licence
The new rules focus primarily on how an affiliate is compensated.
Businesses or individuals receiving payments linked to player registrations, deposits, betting activity, winnings or other measurable gambling activity will fall under the licensing regime.
By contrast, traditional advertising arrangements based on a fixed fee remain outside the new system.
This distinction could prove particularly important for affiliates working with multiple operators or using different commercial models.
Licences will be valid for five years and will be available to both Bulgarian and foreign companies and individuals. Foreign affiliates, however, will need to appoint an authorised representative with an address in Bulgaria.
Affiliates must disclose their promotional channels
The licensing process also introduces additional transparency requirements.
Applicants must provide details of all online channels used to promote gambling, including:
- Websites
- Mobile applications
- Social media accounts
- Video platforms
- Streaming channels
These channels will be included in the affiliate’s licence record.
The NRA is expected to process applications within seven days, while applicants with incomplete documentation should be notified within three days and given a further seven days to correct the missing information.
New fees add to the cost of compliance
Operating under the new regime will also come with a significant financial commitment.
Licensed affiliates will pay a €6,000 annual fee, generally due by 31 March, alongside a variable charge equal to 10% of performance-based commission.
The gambling operator paying the affiliate is responsible for withholding and transferring this amount to the NRA each month.
If authorities determine that a transaction concealed the actual commission, the variable charge can increase to 20%.
Affiliates will also only be permitted to promote gambling operators holding a valid Bulgarian licence.
Authorities can block unlicensed affiliates
The new framework goes beyond financial penalties.
Operating as an unlicensed gambling affiliate can result in fines of approximately €5,000 to €20,000, while repeat violations can lead to penalties of up to twice those amounts. Additional sanctions can apply where an affiliate promotes an unlicensed operator or breaches Bulgaria’s existing gambling advertising rules.
Authorities can also confiscate revenue generated through unlicensed activity.
Perhaps more significantly for digital operators, the NRA can order the blocking of websites, applications, social media profiles and streaming platforms used by unlicensed affiliates. Telecommunications providers must implement such blocking measures within 24 hours after the decision is published.
Existing affiliates face an immediate deadline
For affiliates already active in Bulgaria, the first compliance deadline is particularly close, with applications due by 15 August 2026.
Existing performance-based agreements may continue while an application is being processed, provided that the affiliate has already started the licensing procedure.
The new framework therefore establishes a relatively straightforward dividing line: fixed-fee advertising remains outside the licensing system, while gambling-related performance commissions bring an affiliate under NRA supervision.
For international affiliate businesses, the change means that Bulgarian-facing contracts, promotional channels and operator relationships will now need to be reviewed against the country’s licensing and advertising requirements.
Source: Bulgaria’s National Revenue Agency