Bulgaria tightens rules on affiliates and online payments
Bulgaria is preparing a comprehensive review of its gambling legislation to tackle illegal gambling and, in particular, the ecosystem that enables operators without a Bulgarian licence to reach players and generate revenue.
The main political driver behind the changes is the Ministry of Finance, while the Bulgarian Parliament is responsible for defining and approving the content of the new provisions. The National Revenue Agency (NRA), Bulgaria’s tax authority responsible for licensing and regulatory oversight of the sector, is expected to handle much of the practical enforcement, with particular attention paid to affiliates and payments to unauthorised operators.
Grey market issue
Political debate has also focused on the size of the unregulated market. According to an estimate cited by Deputy Finance Minister Lyudmila Petkova, around 40% of the Bulgarian market may be attributable to the shadow economy or fall outside the regulated market. The figure was not accompanied by a detailed methodology that would allow the calculation to be verified.
Petkova used this estimate to warn against tax increases that could make the licensed market less competitive and indirectly encourage the illegal market. The issue remains relevant, as tighter rules only deliver results when legal operators can continue to compete on product, payments, and user experience.
Proposals to extend advertising restrictions further and increase taxation on the sector were rejected during the debate. The deputy minister’s statements suggest that, at least at this stage, the government prefers to strengthen tax collection and enforcement against illegal activity rather than impose a general increase in the sector’s tax burden.
Affiliates brought within the regulatory framework
One of the main elements of the parliamentary scrutiny of the 2026 Budget concerns affiliate marketing operators, including companies, portals, and other digital intermediaries that direct traffic to casino and betting websites in return for commission.
Their role is central to the iGaming economy. Odds comparisons, reviews, SEO content, bonuses, and acquisition campaigns can determine which platforms reach the public and the level of exposure they receive. Until now, however, regulators have focused primarily on operators that provide gambling directly.
Bulgaria therefore appears ready to move beyond this distinction. The provisions discussed as part of the 2026 Budget introduce a specific regime for affiliates that promote gambling operators. The regime is also expected to cover entities based abroad, which may be required to appoint a representative based in Bulgaria to manage relations with the administrative and judicial authorities.
The practical application of the provisions will, however, depend on the final text as enacted, the date on which it enters into force, and any implementing rules.
For the sector, this could mean that responsibility for promoting the legal market would no longer fall solely on the licence holder. Affiliates may be required to strengthen checks on the operators and domains they promote, although the precise scope of their obligations will need to be defined by the final legislation and guidance from the competent authorities.
Payments to unauthorised operators
The second area concerns payments. The measures under discussion are intended to obstruct direct transactions to unauthorised operators, creating an additional financial barrier alongside the tools already used to restrict access to illegal websites.
The NRA publishes both a list of websites associated with licensed operators and a list of portals through which gambling is offered by unauthorised entities. Where a court order is issued under the Gambling Act, internet service providers must suspend access to the website in question.
The effectiveness of the measure will depend on its implementation. It will be necessary to clarify which payment service providers will be involved and which procedures will be used to block transactions. Financial intermediaries will also require up-to-date lists, consistent technical criteria, and rapid procedures for correctly identifying payment recipients.
A sector-wide crackdown
Extending controls to affiliates and payment providers makes it more difficult for unlicensed operators to acquire players and receive funds. The new rules will need to be applied clearly and effectively. Without precise procedures and coordination between the authorities, there is a risk that intermediaries will be given responsibilities that are difficult to manage.
The announced review will give Bulgaria an opportunity to establish clearer coordination between the authorities. For the European market, it will also test whether offshore gambling can be tackled not by continually pursuing new domains, but by restricting unauthorised operators’ ability to acquire players and generate revenue at source.
This article was originally published on the Italian SiGMA News page on 30 July 2026.
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