Bulgarian gambling reform could still leave branding loopholes, opposition leader says

Bulgaria’s proposed gambling advertising ban may need another round of drafting if lawmakers want to stop operators from reappearing under near-identical brands, according to Assen Vassilev, chairman of opposition party We Continue the Change (PP). For high-risk PSPs, the point is simple: the law may be written to block direct promotion, while still leaving room for brand-adjacent marketing unless the definition is tightened.

1. Vassilev said the Gambling Act reform package should expand the definition of a gambling trademark to cover brands that are linked to, or closely resemble, licensed gambling operators. His argument is that otherwise companies could launch alternative brands that stay visible in public while technically complying with the wording.
2. The proposed reforms, as presented by Prime Minister Rumen Radev, include a near-total ban on gambling marketing, including affiliate marketing, and a ban on promoting gambling trademarks through any communication channel. That is the theory on paper; the concern is how easily brand architecture can be repackaged in practice.
3. Vassilev pointed to Belgium and Italy as examples. After Belgium banned gambling sponsorship in sports in January 2025, operators used foundations or media sites to keep team sponsorships alive, including Club Brugge replacing Unibet branding with “U-Experts” and Standard Liège and Antwerp adopting branding from Circus Daily, a sports news website owned by Circus. In Italy, Serie A clubs continued partnerships with platforms associated with gambling brands after the Dignity Decree (Law No. 96/2018) took effect in July 2018.
4. He said Bulgaria could see a similar pattern, citing efbet, a major Bulgarian licensed gambling operator, as an example of a brand that could promote something like “efbetnews” instead of directly advertising gambling services.
5. Vassilev also suggested tighter rules on advertising at outdoor sports venues sponsored by gambling companies, and raised the idea of a U.S.-style model where banks and card issuers play a greater role in blocking payments to unlicensed online gambling operators. Bulgaria’s proposed reforms are open for public consultation until October 23.