Bulgaria Targets Gambling Affiliates And Payments To Unlicensed Operators

Bulgaria is preparing changes to its gambling framework aimed at limiting the reach of unlicensed online operators. The measures under discussion focus particularly on affiliate marketing and payments, targeting two key channels through which offshore gambling sites can attract customers and generate revenue.

The Ministry of Finance is among the main drivers of the initiative, while Parliament will determine the final provisions. The National Revenue Agency (NRA), which oversees gambling licensing and regulation in Bulgaria, is expected to play a central role in enforcement.

Affiliates Could Face New Requirements

One of the proposed changes would bring gambling affiliates more directly within the regulatory framework. This could affect comparison websites, casino review portals and other digital businesses that promote betting and gambling operators in exchange for commissions.

The proposals have been discussed as part of Bulgaria's 2026 State Budget Bill. Foreign affiliates may also face additional obligations, potentially including the appointment of a representative in Bulgaria to handle communication with local administrative and judicial authorities.

The exact requirements will depend on the final legislation and subsequent implementation rules. However, affiliates could ultimately be expected to carry out stricter checks on the gambling operators and domains they promote.

Bulgaria Targets Payments to Illegal Gambling Sites

Another part of the proposed framework focuses on restricting transactions to unauthorised gambling operators. The goal is to supplement existing website-blocking measures by making it more difficult for unlicensed platforms to receive money from Bulgarian players.

The NRA's online gambling section provides information about licensing requirements and maintains lists of websites associated with licensed and unauthorised gambling operators.

Under Bulgaria's existing Gambling Act, the NRA identifies websites through which gambling is offered without a valid licence. Following a court order, internet service providers can be required to suspend access to the relevant domain.

Payment restrictions would add another layer of enforcement, although details regarding the financial institutions involved and the procedures for identifying and blocking transactions still need to be clarified.

Focus on the Unregulated Gambling Market

The debate comes amid concerns about the scale of Bulgaria's grey gambling market. Deputy Finance Minister Lyudmila Petkova cited an estimate suggesting that around 40% of the market could be linked to the shadow economy or activity outside the regulated sector. However, no detailed methodology was provided to independently verify that figure.

During the discussions, proposals for broader advertising restrictions and higher gambling taxes were rejected. The current direction instead appears to prioritise stronger enforcement and tax collection while attempting to preserve the competitiveness of licensed operators.

More Pressure on Unlicensed Operators

If adopted, the measures would expand Bulgaria's approach beyond direct action against gambling websites. By increasing scrutiny of affiliates and payment channels, regulators aim to restrict both customer acquisition and financial flows to operators without a Bulgarian licence.

The practical impact will depend on the final wording of the legislation, its effective date and the guidance provided to affiliates, payment companies and other intermediaries.

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