Bulgaria Gambling Reform Plan Targets Ads, Taxes and Operators

Bulgaria’s government has put a sweeping gambling reform package on the table that reaches almost every corner of the sector. Prime Minister Rumen Radev presented draft amendments to the Gambling Act at the Council of Ministers meeting on September 23, and the text now heads to public consultation. The plan covers a near-total ad ban, new land-based tax rules, a higher online tax and reporting duties for foreign operators.

Radev described the package as “a new, far stricter model” of regulatory control over the sector. He said the government wants more transparency, fairer taxation and, above all, less harm from gambling across Bulgaria. With his Progressive Bulgaria party holding a strong majority in parliament, the gambling reform has a clear path to becoming law.

Advertising Sits at the Heart of Bulgaria’s Gambling Reform

The first and most visible change targets advertising. Under the draft, billboards, posters, banners on buildings and other outdoor promotions would disappear from Bulgarian streets. Neon lights, illuminated signs and eye-catching displays outside casinos and gaming halls would also face strict limits.

Radev made the government’s intent plain when he told ministers that “our towns and villages have come to look like Las Vegas.” He said the state wants gambling out of the everyday lives of Bulgarians and has no room for aggressive marketing that reaches young people and children. That exposure among minors sits at the core of the whole push.

Sports sponsorship looks set to survive the reform in some form, which would keep gambling brands visible in Bulgarian sport. Operators could still place logos on team kits and advertise inside sports venues. The exact scope of those exemptions will only become clear as the consultation moves forward.

Why the 2024 Rules Fell Short

Bulgaria already banned gambling ads on television, radio and online channels in 2024. Critics argue that operators simply moved their budgets outdoors once those rules took effect, filling cities with signage. That shift explains why this round of gambling reform in Bulgaria focuses so heavily on what people see at street level.

Opposition parties say the problem runs deeper than loopholes. On September 9, Democratic Bulgaria MP Bozhidar Bozhanov said gambling “has turned into an epidemic.” He argued that operators ignore the 2024 limits while the state fails to impose any sanctions. His party and We Continue the Change want a full outdoor ad ban, heavy fines for violations, tighter online rules, limits on gambling information websites and a ban on crypto gambling.

The two parties also want to keep minors out of sports betting bars. Public pressure is building outside parliament too, with campaigners scheduling a protest against gambling advertising in Sofia’s Parliament Square for September 25. That date falls just two days after the cabinet unveiled its draft.

A New Tax Model for Casinos and Gaming Halls

The second pillar of the reform changes how Bulgaria taxes land-based gambling. Today, casinos, gaming halls and slot venues pay fixed fees per table and machine, no matter how much money passes through them. The government wants to replace that system with one that reflects real financial performance.

To make it work, gaming equipment would connect directly to the National Revenue Agency, which would receive operational data in real time. Radev said this was something that “needed to be done a long time ago.” The reform also adds stronger anti-money laundering controls and new measures against tax evasion, giving Bulgaria’s regulator far more visibility over gambling cash.

Online Operators Face Another Tax Rise

Online gambling taxes in Bulgaria are set to climb again under the reform draft. The country raised its online GGR tax from 20% to 25% at the start of 2026, with a 10% corporate tax on top. Radev signalled that another substantial increase is under consideration, but the draft does not yet fix a new rate.

Part of the extra revenue would flow into sports and education programmes. That earmarking gives the government a public-benefit argument for this part of the reform, and it could help sell higher gambling taxes to voters across Bulgaria. Operators, however, will watch closely to see how high the new rate goes, since a second increase in one year would squeeze margins hard.

Foreign Operators Must Report at Home

The gambling reform also reaches beyond Bulgaria’s borders. Foreign companies licensed to serve Bulgarian players would have to register their financial activity locally and report their Bulgarian revenue inside the country. Officials argue this closes a gap in oversight and keeps tax obligations at home.

“Whoever operates on the Bulgarian market and profits from it will report their activity here, pay taxes here, and be subject to the full control of the Bulgarian state,” Radev said. For international gambling brands, the reform means more paperwork, more scrutiny and far less room to book Bulgarian revenue elsewhere. The state, in turn, would finally see how much money the Bulgarian market generates for these companies.

What Comes Next for Gambling Reform in Bulgaria

The draft now enters public consultation, where operators, industry groups and campaigners can respond before the text goes to parliament. Radev’s majority gives the government a strong position to push the package through, but the details can still shift along the way. The size of the online tax increase and the reach of the sports sponsorship exemption remain the two biggest open questions.

The opposition will keep pushing in the other direction. Democratic Bulgaria and We Continue the Change want tougher rules on advertising, crypto gambling and information sites. They also argue that enforcement matters as much as any new law. The final shape of this reform to Bulgaria’s gambling sector will depend on how much of that pressure makes it into the bill.

One thing already looks certain. Bulgaria’s gambling market is heading for its biggest shake-up since 2024, with fewer ads, closer monitoring and higher costs on the way. How far each of those goes will become clear once parliament gets its hands on the final text.