Bulgaria Introduces Mandatory Licensing Regime for Gambling Affiliates
The National Revenue Agency gains regulatory oversight over performance-based marketing partners targeting the Bulgarian market.
Bulgaria has introduced a licensing system for gambling affiliates for the first time, giving the National Revenue Agency (NRA) greater oversight of businesses that earn revenue by directing players to gambling operators.
The new rules came into effect on 1 August 2026, with existing affiliates required to submit licence applications by 15 August 2026.
The short deadline means affiliates already operating in Bulgaria face an immediate compliance requirement rather than a longer transition period.
The key factor determining whether a business falls under the new regime is how it is paid.
Companies or individuals earning income based on player registrations, deposits, bets, winnings or other measurable gambling activity will be required to obtain a licence.
By contrast, traditional advertising arrangements where promotional space is purchased for a fixed fee will remain outside the licensing system.
The distinction could have significant implications for online marketing and affiliate agreements.
Five-Year Licences Introduced
Licences will be valid for five years and will apply to both Bulgarian and foreign individuals and companies.
Foreign affiliates will be required to appoint an authorised representative with an address in Bulgaria.
Applicants must also provide details of every online channel used to promote gambling services, including websites, mobile applications, social media accounts and video or streaming platforms.
These channels will form part of the affiliate’s licence record.
The NRA is expected to process applications within seven days. If an application contains missing information, applicants should be notified within three days and given a further seven days to provide the required documentation.
New Affiliate Fees and Tax Requirements
The new licensing regime introduces both fixed and performance-based costs for affiliates.
Licensed affiliates will face an annual fixed fee of €6,000, generally payable by 31 March.
They will also be subject to a variable charge equivalent to 10% of performance-based commission.
The gambling operator paying the affiliate will be responsible for withholding and transferring this amount to the NRA each month.
Where an arrangement is found to have concealed the actual commission, the variable charge can increase to 20%.
Affiliates will also only be permitted to promote gambling operators that hold a valid Bulgarian licence.
Enforcement Powers Extend to Online Platforms
The new framework gives Bulgarian authorities additional powers to act against unlicensed affiliate activity.
Operating or promoting gambling through an unlicensed affiliate can result in fines of approximately €5,000 to €20,000, with repeat offences potentially resulting in penalties twice as high.
Additional sanctions can apply where affiliates promote unlicensed gambling operators or breach Bulgaria’s existing gambling advertising restrictions.
Authorities can also confiscate revenue generated through unlicensed affiliate activity.
More significantly for digital businesses, the NRA can order websites, applications, social media accounts and streaming platforms used by unlicensed affiliates to be blocked.
Telecommunications providers must restrict access within 24 hours of the blocking decision being published.
The new affiliate licensing requirements do not replace Bulgaria’s existing gambling advertising rules, meaning affiliates must continue to comply with those restrictions alongside the new regime.
Affiliates Face Immediate Compliance Deadline
For affiliates already operating under performance-based agreements, the immediate deadline is 15 August 2026.
Existing agreements can remain in place while an application is being reviewed, provided the affiliate has already begun the licensing process.
The new rules establish a clear distinction between different forms of gambling marketing: fixed-fee advertising remains outside the licensing regime, while payments linked to gambling performance bring an affiliate within its scope.
For businesses operating across multiple jurisdictions, the changes mean affiliate contracts, promotional channels and gambling operator relationships will need to be reviewed against Bulgaria’s licensing requirements rather than being treated solely as standard advertising arrangements.
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