Bulgaria’s We Continue the Change (PP) party has proposed a sweeping ban on gambling advertising, targeting everything from television and social media campaigns to billboards, transport branding and promotional messages.
The bill, submitted to parliament, would effectively remove gambling advertising from public spaces and most media channels, with only a narrow set of exceptions.
TV, internet and social media targeted
Under the proposal, gambling operators would be prohibited from advertising through television, radio, print media, websites and social networks.
The restrictions would also extend to outdoor advertising, including billboards, public transport stops, building facades, electronic advertising screens and branded vehicles.
PP lawmakers are also seeking to prohibit gambling companies from sponsoring media content, using product placement or sending promotional messages encouraging customers to claim bonuses and other offers.
The proposal would therefore cover not only traditional advertising but also several of the digital marketing tools commonly used by operators to reach players.
Limited exceptions for gambling operators
The proposed framework would leave only a small number of advertising formats permitted.
The Bulgarian Sports Totalizator would be allowed to broadcast its draw results, while gambling venues could display limited advertising on the facades of their own premises.
A small gambling logo of up to 10cm by 10cm could also appear on sports kits worn by adults.
The bill does not propose a broad exemption for licensed commercial gambling brands, meaning most operator advertising would fall under the planned restrictions.
Warning message would become mandatory
Any advertising format that remains permitted would have to carry a prominent responsible gambling warning:
“GAMBLING CARRIES A RISK OF DEVELOPING ADDICTION.”
The warning would need to occupy at least 10% of the advertising area, use black lettering on a white background and be displayed in a clearly readable font.
The requirement would apply across the limited advertising formats that survive the proposed ban.
Parliament faces wider debate on gambling advertising
If adopted, the proposal would represent a major tightening of Bulgaria’s approach to gambling promotion.
The PP initiative comes with lawmakers seeking to limit the visibility of gambling brands in everyday life, while also restricting direct promotional communication with potential customers.
The bill must still pass through Bulgaria’s parliamentary process before any of the proposed measures can take effect.
For gambling operators, the proposal could have significant commercial consequences, particularly for brands that rely on sports sponsorships, digital advertising, outdoor campaigns and bonus promotions to attract and retain customers.