Bulgaria Allows Celebrities to Advertise Gambling on Social Media

Bulgaria's National Revenue Agency (NRA) has granted permission for gambling advertisements, but only when promoted by individuals, including influencers or celebrities, on social media platforms. This decision comes despite the country’s recent implementation of a near-total ban on advertising and marketing related to gambling and betting.

Just three months ago, stringent regulations were enacted to limit gambling promotions across all media, including online channels. However, NRA Director Rumen Specov clarified that these restrictions primarily apply to traditional media and their online versions, leaving social media largely unaffected.

Specov's remarks were prompted by inquiries from local news outlet Mediapool regarding whether social media counts as "media" under the law. He indicated that each case would be evaluated individually, but his statements suggest that gambling-related content on social media is allowed as long as it does not appear on platforms classified legally as “media,” such as traditional print and broadcast outlets. Notably, some widely-used video-sharing platforms do not fit this definition, despite their extensive reach.

This stance has garnered significant criticism, with many expressing concerns that it could result in an uptick in gambling advertisements on social media, particularly affecting younger users who frequent these sites. The ambiguity surrounding the law could undermine consumer protection measures and potentially escalate issues related to gambling harm.

It is worth noting that the ban established in May aimed to mitigate the availability of gambling promotions and address their detrimental effects on vulnerable populations, especially children, who are increasingly engaging online.