Bulgaria Tightens Grip on Gambling Affiliates with New Licensing Regime

The National Revenue Agency has confirmed that the rule applies to partners whose earnings are tied to player acquisition metrics — such as sign-up numbers, deposit sizes, or wagering volumes.

However, fixed-fee advertisers, media buyers, and technical service providers remain outside the scope. Only performance-based arrangements trigger the requirement.

To obtain a licence, affiliates must register all digital assets used for promotional purposes, including websites, mobile apps, social network pages, video channels, and streaming accounts. Overseas entities must also appoint a representative based in Bulgaria with a physical address.

Crucially, licensed affiliates may only partner with operators holding valid Bulgarian gambling licences. The annual state duty for licence maintenance is €6,000. In addition, a 10% levy is deducted from any performance-based commission income.

Penalties for non-compliance are severe. Any operator found to be using an unlicensed affiliate may face fines ranging from €5,000 to €20,000. Meanwhile, the authorities can block the affiliate’s websites and social accounts, and confiscate all revenue generated through unauthorised activities.

This signals Bulgaria’s intention to bring affiliate marketing, which was previously in a grey area, under full regulatory oversight, thus aligning with broader EU trends in responsible gambling and consumer protection.