Bulgaria has incorporated a new licensing requirement for gambling promotion into its adopted 2026 state budget. The regulation is scheduled to take effect on 1 August, as reported by official sources, and applies to all domestic and foreign entities marketing gambling services.
The licensing framework covers every promoter, including individual sole traders. Participants must pay a fixed annual fee of €6,000 alongside a 10 percent levy on all commissions generated from gambling promotion. Authorities project the measure will generate approximately €100 million in additional yearly revenue.
Impact on Operators and Market Structure
Gambling operators must adjust their acquisition strategies to accommodate the new compliance structure. Affiliate costs will directly influence CPA and revenue-share agreements, while partnerships with unlicensed promoters will transfer regulatory risk to the operators themselves. The policy formally classifies affiliate marketing as a regulated distribution channel, a model that other European Union jurisdictions may adopt.