Bulgaria has introduced a mandatory licensing framework for gambling affiliates, bringing businesses and individuals that earn commission from player activity under direct regulatory oversight for the first time.
The new rules took effect on 1 August 2026 following amendments to the Bulgarian Gambling Act, while the National Revenue Agency (NRA) published detailed guidance on 6 August explaining how the system will operate. The changes stem from provisions included in Bulgaria’s 2026 State Budget Act, which added affiliate promotion to the list of activities requiring regulatory approval.
Under the new framework, affiliates whose income depends on measurable gambling-related activity must obtain a license from the NRA. Existing affiliates operating under performance-based agreements were required to submit applications by 15 August 2026, creating a short transition period for affected businesses.
The reform addresses an area that had previously remained outside specific gambling regulation, according to Lexology. While gambling operators themselves were already subject to licensing requirements, affiliate marketing activities used by many operators to attract customers had not been directly covered by the legislation.
Performance-Based Promotion Now Requires Approval
The central factor determining whether a license is required is the way an affiliate is paid. Any individual or company receiving compensation linked to player registrations, deposits, wagers, winnings, recruited participants or similar performance metrics now falls within the scope of the licensing regime.
By contrast, traditional advertising arrangements that rely on fixed fees or time-based payments remain outside the system. Regulators have drawn a clear distinction between standard advertising services and affiliate marketing models that generate revenue from gambling-related outcomes.
The licensing requirement applies to both Bulgarian and foreign applicants. Overseas affiliates must appoint an authorized representative with an address in Bulgaria before obtaining approval.
Each license will remain valid for five years. Renewal applications must be submitted no later than two months before a license expires.
Applicants must also provide a complete list of the digital channels they use for gambling promotion. These include websites, mobile applications, social media accounts, video platforms and streaming services. The declared channels will be recorded as part of the official license documentation.
The NRA has indicated that license applications should be reviewed within seven days. If information is missing or documents are incomplete, the authority must notify applicants within three days and provide an additional seven days to correct the deficiencies.
Fees and Operating Conditions Defined
The new regime introduces both fixed and variable financial obligations for licensed affiliates.
Operators must pay an annual license maintenance fee of €6,000. The fee is generally due by 31 March each year, although applicants receiving a license after that date must pay before the certificate is issued.
In addition, affiliates are subject to a variable charge equal to 10% of performance-based commission revenue. Gambling operators making commission payments are responsible for withholding the amount and remitting it to the NRA through monthly electronic declarations submitted by the 15th day of the following month.
Authorities have also included provisions targeting concealed commission arrangements. If a transaction is determined to have hidden the actual commission value, the applicable rate increases to 20% of the concealed amount.
Licensed affiliates may only promote gambling operators that hold an active Bulgarian gambling license. Promoting unlicensed operators can trigger separate penalties under the legislation.
Expanded Enforcement Powers and Penalties
The amendments provide the NRA with several enforcement mechanisms aimed at ensuring compliance.
Businesses that use unlicensed affiliates to promote gambling activities face property sanctions ranging from approximately €5,000 to €20,000. Repeat violations can result in penalties being doubled.
Affiliates promoting gambling operators without Bulgarian licenses may face fines of roughly €3,000 to €10,000 or property sanctions ranging from €5,000 to €20,000. Repeat offences can again lead to doubled penalties.
Additional sanctions apply when affiliates violate existing gambling advertising restrictions. Depending on the circumstances, these can include fines of approximately €2,000 to €5,000 or property sanctions between €3,000 and €8,000.
The law also permits authorities to confiscate money obtained through unlicensed affiliate activity.
One of the most significant enforcement tools relates to online access. The NRA can order the blocking of websites, applications, social media profiles and streaming channels operated by unlicensed affiliates.
For businesses active in affiliate marketing, the regulatory changes require a review of existing contracts, promotional methods and gambling partnerships. Any arrangement linking compensation to player activity now falls under the licensing framework, making compliance with the new requirements a priority for operators working in the Bulgarian market.