Gambling Between New Restrictions and the Illegal Market
Bulgaria
The proposed legislative changes turn the spotlight on player protection and oversight of unlicensed websites.
The public consultation on the proposed amendments to Bulgaria’s Gambling Act closes on 23 October. The proposals include broader advertising restrictions, changes to taxation and additional requirements for operators. Among the objectives outlined by the Ministry of Finance are preventing gambling addiction and increasing government revenue.
In their submissions, industry representatives raise questions about how the new requirements will affect licensed companies. Some concerns relate to rising costs and the risk that consumers could turn to unlicensed websites. Alongside the debate over advertising and taxation, illegal gambling is therefore once again coming into focus.
In an interview with Bloomberg TV Bulgaria on 25 September, gambling industry expert Dr Kristiyan Ivanov noted that advertising restrictions could reduce its influence on young people and vulnerable groups. At the same time, he warned that excessive restrictions risk driving consumers towards operators outside the regulated market. He estimates that illegal gambling accounts for around 40% of the Bulgarian market — an expert assessment rather than an official statistic.
For consumers, the distinction between licensed and unlicensed operators has practical implications. Companies holding a Bulgarian licence are subject to regulatory oversight and player protection requirements. When using websites without such a licence, consumers may have limited access to assistance in disputes or problems with payouts.
Bulgaria’s National Revenue Agency (NRA) already publishes lists and decisions concerning websites offering gambling without a licence. Blocking access is one enforcement tool, but the online environment allows new web addresses and promotional channels to emerge. This makes monitoring and cooperation with internet service providers and online platforms an ongoing part of enforcement.
Social media advertising presents further challenges. Platforms apply their own rules and restrictions. Meta, for example, describes a mechanism under which domains identified as violating its rules or as suspicious are blocked from use in advertising for 60 days. The period restarts if associated violating or suspicious activity is detected. This is a general rule for advertising domains, rather than a measure specifically targeting gambling websites or a block on access to the website itself. Such restrictions complement action by the authorities, while continued monitoring remains important when advertising reappears through other web addresses or accounts.
The forthcoming decisions will have a significant impact on both the licensed sector and consumers. Alongside the new requirements, curbing illegal gambling remains a key task. The measures should therefore also be assessed in terms of whether they encourage the authorities to oversee gambling activity more effectively and protect players. Player protection requires rules that reduce gambling-related risks while preserving the conditions in which compliant operators can continue to do business.
