Operators Caught Between Diverse Nature of Europe’s Gambling Ad Regulations

_{Operators in Bulgaria's gambling industry face strict advertising regulations. (Image: Orhan Tsolak / Alamy)}

Bulgaria's gambling industry is potentially on the brink of a significant upheaval as stringent advertising restrictions continue to challenge operators. 

With an almost complete ban on gambling advertisements across television, radio, newspapers, and several online platforms, many online casinos face daunting prospects for sustainability.  

Major operators such as Sesame, 8888, and WinBet have reported noticeable declines in both traffic and revenue within Bulgaria. Meanwhile, prominent global brands like Betway and Betfair have already left the Bulgarian market, struggling to navigate the increasingly complex advertising landscape shaped by the country's rigorous regulations.  

As many operators stand at a crossroads regarding the renewal of their licenses, the future remains uncertain. There appears to be a lack of meaningful dialogue between operators and regulators, which could lead to further complications in finding a mutually beneficial solution.  

Comparison of Bulgaria’s Gambling Advertising Regulations With the Rest of Europe

Bulgaria's overhaul of its Gambling Act, which includes a comprehensive ban on gambling advertisements, positions it distinctly within the evolving European regulatory landscape, where laws vary significantly among nations. 

Under the new Bulgarian regulations, all forms of media are subject to severe advertising restrictions. The only permissible form of advertising is on billboards; however, these cannot display promotional content such as bonuses or odds and must be located at least 100 meters away from schools. 

Ads must also contain responsible gaming information covering at least 10% of the total space and the Council for Electronic Media are tasked with enforcing these rules. 

Those who do not abide can face fines of up to BGN 50,000 (€25,570). They also run the risk of having their licenses revoked.  

Diverse Regulatory Approaches Across Europe  

In sharp contrast, other European nations have adopted a spectrum of regulations concerning gambling advertising. The bans have consequences, not least economic, as operators up sticks, taking with them the revenue, abandoning offices, and forcing job losses. 

While countries like Italy and Belgium have an almost similar zero-tolerance approach to advertising, countries like Romania, Spain, Denmark, and Sweden have some leeway and compromise as long as there are consumer protection measures and responsible gambling messaging in place.   

Operators may opt to move lock stock and barrel to countries like Germany and Portugal where there is a more permissive approach to advertising.

It may be only a matter of time, however, where there is a uniform approach, which may align itself closer to the Netherlands approach.

There are diverse methods of advertising across Europe, with a clear trend emerging toward increased scrutiny aimed at protecting vulnerable populations. It has been said numerous times on this website that even institutions like lotteries may find themselves feeling the wrath of the regulators and politicians in a continuingly adapting regulation landscape.