Bulgaria will require gambling affiliates working on CPA and revshare models to obtain a licence from 1 September 2026. Affiliates already active in the market must submit applications by 15 August to continue operating without interruption.
The regime applies to partners earning commission on player acquisition, deposits, wagers or GGR. Affiliates may promote only licensed operators. The annual licence costs around €6,000. Operators must also withhold and remit 10% of affiliate payments to the National Revenue Agency.
Affiliates fall under the same advertising restrictions as operators. Applications require disclosure of all websites, apps, social media accounts and video channels used for promotion. The regulator can block resources belonging to unlicensed affiliates. Operators must verify affiliate status and check that marketing arrangements comply with the new requirements.
The reform brings affiliates under direct supervision. Bulgaria joins a handful of European jurisdictions imposing standalone affiliate licensing as regulators tighten control over partner marketing in response to consumer protection concerns and unlicensed operator promotion.
