Should We Follow Bulgaria’s Example as It Continues to Restrict Hazard and Their Advertising?
By Juraj Piatka 15-10-2025 34
Should We Follow Bulgaria’s Example as It Continues to Restrict Hazard and Their Advertising?
In 2024, Bulgaria introduced significant amendments to its playing legislation, focusing on restricting the advertising of hazard operators. These changes aim to protect vulnerable groups, reduce playing addiction, and limit the negative social impact of the industry.
Below, we take a closer look at the current situation, the benefits, and also the potential drawbacks of Bulgaria’s approach — and whether it could serve as inspiration for other European countries.
The Current Situation in Bulgaria
On May 18, 2024, Bulgaria’s new playing law amendments came into force.
Some of the key points include:
These reforms have completely reshaped Bulgaria’s playing landscape, both for operators and for media companies that previously depended on advertising revenues.
Advantages of the New Law
1. Protection of vulnerable groups
Restricting advertising directly reduces exposure among young people and those prone to playing addiction.
The longer self-exclusion period gives problem gamblers more time for recovery and professional help.
2. Reduction of social harm
Advertising often normalizes playing and makes it look harmless. Limiting this exposure helps prevent impulsive hazard and household financial issues.
3. Fairer competition
Smaller operators who previously could not compete with the marketing budgets of big brands now operate in a more balanced environment.
4. Stronger public trust
Countries that regulate playing advertising responsibly tend to gain public confidence and a better reputation for the industry as a whole.
Possible Drawbacks and Risks
1. Declining operator revenues
With advertising heavily restricted, many companies have reported double-digit declines in traffic and revenue.
For some, marketing through affiliates like kazino-bg or sponsorships became their only legal alternative.
2. Growth of unlicensed markets
Stricter regulations can drive players to unregulated or foreign sites that ignore advertising bans and pay no local taxes.
3. Reduced investment
Tighter licensing requirements and legal uncertainty can discourage foreign investors and slow innovation.
4. Ambiguities in interpretation
Some parts of the law are still unclear — for example, whether social media and influencer marketing fall under “electronic media.”
Authorities have occasionally argued that social networks are not explicitly covered, which opens space for inconsistent enforcement.
Should Other Countries Follow Bulgaria’s Example?
Bulgaria’s recent policy shift demonstrates that stronger regulation can work — particularly when focused on public health and responsible playing.
However, it also highlights the need for a balanced implementation that minimizes side effects and prevents the rise of illegal operators.
If other countries decide to regulate hazard advertising, they should:
clearly define what constitutes “advertising,”
specify whether social media and influencers are included,
introduce clear enforcement tools (domain blocking, fines, license withdrawal),
promote informational and educational content as an alternative to direct advertising,
and continuously monitor market behavior to react to emerging risks.
Final Thoughts
Bulgaria’s restrictions have positioned it among the strictest hazard regulators in Europe.
While operators may see it as a burden, society benefits from less exposure, more responsible playing, and better protection for minors and at-risk individuals.
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